UNITED BISCUITS RE-LAUNCHES SPACE RAIDERS

October 21, 2010, 3:19 pm
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United Biscuits (UB), a UK manufacturer of biscuits, snacks and cakes, is relaunching its Space Raiders range.

The re-launch hopes to increase shelf stand-out and drive sales for retailers.

UB is introducing foil packaging to the range for the first time in a bid to make the design more striking while keeping the original design.

The manufacturer is also introducing a new improved recipe and a new flavour to the brand that is currently experiencing 50% growth.

To ensure that UB continues to offer retailers ranges that offer consumers value for money, the larger Space Raiders packs are now 20p.

The ‘Only 20p’ price point is clearly communicated by a strap at the top of the pack to encourage sales.

Distinct Alien Design

The distinct alien heads that the brand is recognised for are displayed on the front of the pack helping to retain the brand’s unique personality, ensuring consumers who purchased the crisps first time round recognize the vintage quality of the crisps.

In addition, a new recipe offering consumers an improved and lighter eat has also been introduced to the range.

A new Saucy BBQ flavour will be added to the existing Pickled Onion and Beef and Spicy variants at the same recession-busting 20p price marked packs.

George Johnston, Marketing Director, Bagged Snacks UBUK, commented:

“Space Raiders is something of a cult brand, it is delivering phenomenal growth of 51%.

“For a mature brand, this is quite unusual, but we attribute it to consumers recognising both the good honest value a bag of Space Raiders continues to offer and the nostalgia surrounding the brand.

“Space Raiders continues to be extremely popular with children across the UK and Children’s Handy Packs remain the fastest growing handy pack segment, currently worth £89m and growing by 9%.

“We recommend retailers are stocked up to take advantage of the sales opportunity created by the relaunch and the additional Saucy BBQ flavour.”

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