Seabrook is breaking from tradition by launching its first range of straight cut crisps in more than a decade.
The firm, which has become well-known for its crinkle-cut crisps, said the decision had come following a ‘huge’ number of requests from fans of the brand on social media.
Seabrook Straight Cut crisps will be available in three flavours – Sea Salted, Cheese & Onion and Sea Salt & Vinegar – in single bags (RRP 55p), and has also been certified as gluten-free.
[pull_quote_right] 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 [/pull_quote_right]
Stock will be available to independents at the end of this month, which will be backed with retailer promotions and online marketing.
Kevin Butterworth, marketing director at Seabrook, said its latest line will enable the company to target the one in five shoppers who only buy straight cut crisps.
He added: “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.”
It comes a year after Seabrook crisps were relaunched with redesigned packaging, a move designed to attract sales from its target audience of 40+ year-old housewives. The company claims the new look has helped the brand grow value sales by 4.6%.
Mr Butterworth said: “Seabrook continues to drive new shoppers in to the category and strong performance means that our rate of sale is now higher than our competitors.”