News & Analysis on the Bakery and Snacks Industries
Peckish brand redesign (UK)
By Vince Bamford
- Last updated on
Mr Kipling owner Premier Foods has revamped the packaging on rice cracker brand Peckish in the UK.
Premier has sold Australian brand Peckish in the UK since 2014, when it agreed a distribution deal with manufacturer Menora. Peckish is the number one rice cracker brand in Australia and New Zealand.
The new look is designed to highlight the taste of the snacks, which contain less than 90 calories per portion and are available in four flavors.
Citing Kantar Worldpanel data for the 52 weeks ending 19 July 2015, Premier said the healthier and rice snack sectors accounted for 60% of total savoury snacks growth in the UK.
“As a gluten-free, baked rice product that already has a loyal following, Peckish is perfectly placed to help retailers meet the consumer demand for lighter options,” said Premier Foods marketing controller Andy Smith.