That's Nuts Snack Range Features Many Familiar Flavor Profiles
Michael Hemsworth — July 8, 2025 — Lifestyle
References: pepsico & talkingretail
The That's Nuts snack range has been launched by PepsiCo in the UK as a series of coated peanut snacks that are flavored with familiar snack products in mind to help catch the attention of curious consumers.
The products start off with high-quality peanuts that are covered in flavoring inspired by some of the most popular snacks on the market. This range includes such options as Doritos Chilli Heawave and Flamin' Hot, Walkers Salt & Vinegar and Smoky Bacon, Wakers Max Paprika and Wotsits Really Cheesy. The snacks come in 160-gram packs perfect for sharing and are arriving this summer at the perfect time to coincide with entertaining season.
Marketing Strategy and Operations Senior Manager Ed Orr-Ewing spoke on the That's Nuts snack range saying, "Our ambition for That’s Nuts is to rewrite what flavour means in the segment and turn our new, innovative range into a category growth engine. And consumers agree: 88% of snackers say they’re eager to try That’s Nuts, making it one of our most anticipated innovations in recent years. This initial consumer feedback gives us confidence that the launch will inject some much-needed excitement and refreshment into the market to ultimately drive sales.”
The products start off with high-quality peanuts that are covered in flavoring inspired by some of the most popular snacks on the market. This range includes such options as Doritos Chilli Heawave and Flamin' Hot, Walkers Salt & Vinegar and Smoky Bacon, Wakers Max Paprika and Wotsits Really Cheesy. The snacks come in 160-gram packs perfect for sharing and are arriving this summer at the perfect time to coincide with entertaining season.
Marketing Strategy and Operations Senior Manager Ed Orr-Ewing spoke on the That's Nuts snack range saying, "Our ambition for That’s Nuts is to rewrite what flavour means in the segment and turn our new, innovative range into a category growth engine. And consumers agree: 88% of snackers say they’re eager to try That’s Nuts, making it one of our most anticipated innovations in recent years. This initial consumer feedback gives us confidence that the launch will inject some much-needed excitement and refreshment into the market to ultimately drive sales.”
Trend Themes
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Familiar Flavor Fusion — Combining popular chip flavors with nuts opens up opportunities to create unique and memorable snack experiences that entice consumers seeking variety.
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Flavor-driven Snack Innovation — The introduction of coated peanuts with bold, well-known flavors showcases the potential of reimagining traditional snacks to captivate modern consumer palates.
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Seasonal Snack Marketing — Launching products that align with seasonal events like the entertaining season can boost visibility and enhance consumer engagement through well-timed promotions.
Industry Implications
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Snack Food — The snack food industry can leverage cross-category flavor profiles to expand product lines and appeal to adventurous consumers looking for novel taste experiences.
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Flavor Engineering — The development of new flavor coatings for nuts emphasizes the potential in the flavor engineering sector to transform basic food items into innovative taste adventures.
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Consumer Packaged Goods (CPG) — CPG companies can explore the incorporation of beloved flavor profiles from one category into another to drive interest and revitalize traditional product offerings.
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