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PepsiCo has launched a new product line, 'That’s Nuts,' which combines its popular crisp flavours with coated peanuts, aiming to capture a share of the expanding nut snack market.

Set to hit shelves on July 16, this range features flavours inspired by well-known brands such as Walkers, Doritos and Wotsits, including Salt & Vinegar, Smoky Bacon, Chilli Heatwave and Flamin’ Hot.

The introduction of 'That’s Nuts' comes at a time when the nut segment is experiencing notable growth, yet there remains significant potential for expansion.

According to market research, some consumers find existing nut products to be uninspired, presenting an opportunity for PepsiCo to invigorate the category with bold, yet familiar flavours. By appealing to both traditional nut buyers and loyal crisp fans, it aims to broaden its consumer base and enhance sales.

The 'That’s Nuts' range will be available in 160g sharing packs, strategically designed for social occasions where flavour is paramount. Additionally, a 40g variant of Walkers Salt & Vinegar and Smoky Bacon will cater to on-the-go snacking needs, particularly during lunch hours. This dual offering is expected to drive sales across various consumer touchpoints, especially during the festive season when nuts contribute significantly to snack category growth.

Ed Orr-Ewing, senior manager of marketing strategy and operations at PepsiCo, highlighted the anticipated value of flavoured nuts, projecting the segment to reach over £200 million in retail sales by 2030. “Consumers are increasingly seeking bold and exciting flavours in their savoury snacks,” he noted.

Initial consumer feedback has been promising, with 88% of surveyed snackers expressing eagerness to try the new product line. This enthusiasm is indicative of a broader trend towards flavour innovation in the snack market, which PepsiCo intends to leverage as a growth engine for the category.

The rollout will be supported by in-store activations designed to boost visibility and encourage trial among consumers. The initial retail price for the 160g packs will be set at £2.75, with promotional pricing of £1.75, while the smaller 40g packs are expected to retail at £1.00.