Nobby's is Australia's largest nuts brand, manufactured byThe Smith's Snackfood Company, the Australian snacks division ofPepsiCo.[1]
Nobby's products are typically sold insupermarkets as well aspubs. Their beer nuts pack claims to have at least 97% Australian ingredients while their peanut pack reports that they are "packed in Australia with less than 10% Australian ingredients".[2]
Nobby's Nuts was founded by Max 'Nobby' Noblet (1913–1995) in the 1950s.[3]
The brand is sold with a memorabledouble entendre tagline, "Nibble Nobby's nuts".[1] It began to be advertised on Australian television in the 1980s, using a combination of real-life and animated scenes.[4]
The Nobby's brand was introduced to the UK and Ireland in 2005, launching a distinctive range of nuts and crisps products targeting male consumers. The UK range is positioned as "Fun, blokey and all about flavour, Nobby's is a range of Peanuts and Cashews that delivers straightforward satisfaction with a distinctive sense of humour."[5] British advertising featured musicianNoddy Holder, ofrock bandSlade, frustrated that pub-goers misheard the brand name for himself.[6] The advert was only shown after the 9:00 pmwatershed due to its risque humour.[7]
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