KP Snacks has launched its newly reformulated non-HFSS (high in fat, salt, and sugar) Popchips portfolio. The entire Popchips range, which includes classic favorites Sea Salt, Sea Salt & Vinegar, Barbeque, and Sour Cream & Onion, will be available in stores in a phased roll-out ahead of legislation being introduced in October.

Already a compass brand in healthier snacking, the new non-HFSS Popchips portfolio will be free of location restrictions, assisting in driving sales by offering a snack that does not skimp on flavor.

The non-HFSS Popchips range will be phased in after KP Snacks announced its HFSS strategy earlier this year. Popchips joins the growing list of non-HFSS KP Snacks products, which includes Tyrrells Lightly Sea Salted and the Hula Hoops Puft Range.

Non-HFSS Popchips product cases, as well as all non-HFSS KP Snacks products, will be stamped with an improved non-HFSS flash. The new KP Snacks non-HFSS stamp has simple messaging that reads.

“Popchips is a leading brand in the healthier snacking segment and its non-HFSS reformulation across the range cements this position. At KP Snacks, reformulation plays a key part in our comprehensive HFSS strategy and we are proud to be supporting retailers in this way as they adjust to upcoming legislation. By the time HFSS laws take effect, over 100 of our SKUs will be non-HFSS,” Matt Collins, Trading Director at KP Snacks said.

Popchips, worth GBP42.5m and growing in value +24.6% faster than the overall healthier CSN category, has contributed 58% of segment growth. Popchips is the number one ‘Better for You’ bagged snack brand in the sharing category and is suitable for vegetarians and vegans. With one-third, less fat than the market leader, the brand’s appeal has been driven by its health and flavor credentials to date.