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*Intersnack, the UK’s number one pretzel manufacturer, has revealed ambitious plans to re-launch its premium brand Penn State. *

The sophisticated new look for Penn State will be rolled out in store from June and will be supported by a high profile, through the line marketing campaign. The campaign will include; redesign of the packaging, an exclusive sponsorship deal with Sky Movies Drama, sustained sales promotion activity, press advertising, and a national consumer PR push.

Intersnack Managing Director Calum Ryder explained: “Penn State Pretzels already enjoy a significant share of the baked snack market and the product is synonymous with great flavours. The new branding and the support campaign will focus on Penn State’s genuine baked in taste and associate our pretzels with style and sharing good times.

“Penn State is the number one brand in the UK pretzel market and we are confident that this extra investment in marketing and PR activity will translate into even greater sell through to the consumers.”

Penn State was originally launched in 1997 and has since grown into the leading pretzel brand in the UK. With sales trebling across the last three years, a 60% distribution penetration in major multiples, and development of the impulse sector through cash & carry and wholesalers, Penn State has very solid foundations. The re-launch and associated marketing campaign demonstrate the ambitious plans that Intersnack has for the brand.

A consortium of communications experts has been appointed to deliver an integrated campaign for Penn State. Led by brand ideas company Different, the launch includes a full packaging revamp by Roundhouse, PR by Press Ahead, and media planning and buying by Brilliant Media.