FEATURE
DIWALI
34 ASIAN TRADER 17 OCTOBER 2025
becoming increasingly concerned
about ultra processed food and are
looking for something healthier
and more natural, so it’s no
surprise organic noodles is also
experiencing strong volume
growth.
Ferguson adds. “Our Biona
organic Asia Noodles made of
spelt and wheat are proving the
most popular, especially amongst
consumers looking for a much
healthier alternative to some of
the better-known options out
there which have less fibre in
them.”
“Two fairly recent relevant
examples from Biona
which were launched in
November 2024 were a
range of easy cook dishes
which included both a
Pumpkin Risotto and a
Porcini Mushroom
Risotto, both of which
were crafted to create
quick and nutritious
meals without compro
mise.”
Snacks and Sweets
Diwali is a vibrant celebration
that brings together family and
friends, creating more treat and
sharing occasions. For the
convenience channel, this
October presents a key sales
opportunity, as shoppers look to
stock up on tasty snacks to
elevate their celebrations.
From KP Nuts and Tyrrells to
Butterkist, KP Snacks offers a
broad portfolio that supports
retailers in meeting shopper
demand across a variety of
occasions. Well-loved brands and
versatile formats make it simple
to cater to customers throughout
the season.
By spotlighting popular
sharing packs and driving
trade-up into premium lines,
retailers can maximise the
opportunities that come with
seasonal sales growth.
Stuart Graham, Head of
Convenience and Impulse at KP
Snacks, shares, “Sharing and
celebratory occasions continue to
see high demand for premium
lines of products, as consumers
look to replicate more premium
out of home experiences in home.
“46 per cent of shoppers are
more inclined to trade-up to
premium food and drink options
when dining at home. “
Tyrrells 150g Sharing
bags are key products to
capitalise on big celebra
tions where sharing is
common, offering classic
and tasty flavours. Full of
personality, this brand has
taste and quality at the heart
of its offering.
The importance of the
popcorn category shouldn’t be
underestimated within the
sharing occasion. Ideal for family
get-togethers, Butterkist is the
nation’s favourite popcorn brand.
Graham adds, “At nearly twice
as large as its nearest branded
competitor, Butterkist enjoys a
32 per cent market share. With
popcorn sharing occasions
growing +21 per cent and 85 per
cent of popcorn consumed at a
sharing occasion, Butterkist is a
delicious treat for quality time
with family and friends.
Healthier sharing options
should not be ignored either, with
some of those celebrating still
looking for more permissible
choices.
Graham says, “popchips is
Fruit-tella favourite Simply
Strawberry Chews, and the more
recent edition of Fruit-tella
Berries & Cherries.
The delectable chews will still
contain real fruit juice and be
made with all-natural colourings
and flavours. All Fruit-tella
sharing bag sweets are individu
ally wrapped, and as such they are
a treat that promotes hygiene and
portion control. This makes them
the perfect sweet treat to share
among loved ones during Diwali
celebrations.
Mark Roberts, Marketing &
Trade Marketing Director at
Perfetti Van Melle, says, “Fruit-
tella has been synonymous
with the highest quality
sweets since 1931, growing
to be a £35.8m brand.
“We are delighted that
those who favour a plant-
based diet can now join in
the fruity fun too. We have
worked hard to perfect a
vegan recipe that replicates
the taste and texture of our
beloved chews, and we are certain
that the new formulation will be a
surefire hit with existing consum
ers and new shoppers alike.”
Drinks and libations
Beverages complement feasting
rated as the number one ‘Better
for You’ bagged snack brand in the
sharing pack format. Coming in at
under 100 calories per serving
and with a third less fat than the
market leader, popchips provides
a healthier snacking option
without compromising on big
flavour.”
Nuts are also a festive favourite
for sharing, combining great taste
with natural health benefits.
Worth £103m RSV and
continuing to grow, The KP Nuts
range, nearly five times bigger
than its nearest branded
competitor, offers flavours and
formats that deliver both
enjoyment and value. Naturally
high in protein and
fibre, and exempt from
HFSS restrictions, nuts
also drive higher basket
spend as shoppers are
happy to trade up for
quality.
The ideal sweet treat
to gift for Diwali,
Fruit-tella’s best-selling
chews boasts a fully vegan recipe,
meaning that the brand can now
deliver fruity joy to an even bigger
audience of consumers.
The switch to vegan has been
implemented across the full
range of chews, including the
When lights drive sales
Diwali advice from Derek Baker,
Trade Marketing Controller at
Perfetti Van Melle.
Focus on tapping into one of three key shopper missions-
refreshment, indulgence, such as fruit flavours: and on the go.
Stock a variety of flavours, textures, and formats to offer
choice in the leading brands – they provide peace of mind and
always sell first.
Add signage and POS for a standout fixture that builds
visibility in-store. Talk to your rep about compelling deals to
advertise at the till e.g., 2 for1.
Include sugar free products in your offering, mints and gum
are not exempt from either the rise of the health-conscious
consumer or HFSS regulations.
Visibility is key for sales. Shoppers respond well to cross
merchandised fixtures and clearly signposted sections in
store that target specific occasions.
Counter-top units should ideally sit at arm’s reach from the
main till point to drive impulse sales
Front of store POS that sit at eye level can capture attention
and increase impulse purchases