Seabrook Crisps is launching a range of Straight Cut crisps into the Foodservice channel following overwhelming demand from fans to bring back the format, which was last on the shelves a decade ago.
Following its release into Grocery earlier this year, the Seabrook Crisps Straight Cut range will be rolled out across Foodservice, Wholesale, Cash & Carry and Symbols nationwide at the end of June and offer three flavours; Sea Salted, Cheese & Onion and Sea Salt & Vinegar. Each flavour will be available in outers of 24 as 31.8g single bags with an RSP of 55p.
As Britain’s original crinkle cut crisp, Seabrook developed the range to respond to a huge number of requests to bring back Straight Cut received through social media and its customer services team. The new range will allow the brand to expand its market, with 1 in 5 of all consumers only buying straight cut crisps1.
Straight Cut is the first new range created by the brand since it re-launched a year ago with redesigned packaging aimed to appeal to a new target audience of 40+ housewives. Since then it has continued to grow in value and volume and is currently achieving +4.6% MAT value growth, outperforming the overall crisp category2 and purchased by a million more households in the last year3.
In keeping with the original crinkle cut recipe, the new Straight Cut variety is also certified Gluten-Free and suitable for vegetarians, which is labelled on-pack. It is the only Gluten-Free and vegetarian Straight Cut range available in the UK, therefore, providing a solution to meet the growing need for products to support dietary requirements and catering for a wider range of customers.
The launch will be supported by a range of retailer promotion deals, trade marketing and promotion to consumers through social media to drive awareness and encourage trial.
Seabrook Crisps Marketing Director, Kevin Butterworth said: “Since Seabrook re-launched last year there’s been major investment through nationwide marketing and promotions to drive awareness of the brand to its target audience, who are a key customer within Foodservice, which makes the brand a strong offering within the channel.
“We were always getting requests by fans on Facebook and Twitter to bring back Straight Cut and when we looked at the opportunity we knew it was a great proposition for the market and the trade. Awareness of the range will already be high through its presence in the Grocery channel.”
1 Nielsen data 2013
2 Nielsen MAT Total w.e. 26/04/14
3 Nielsen Penetration data w/e 04/01/14