Small batch crisp manufacturer Jonathan Crisp claims to be the first UK crisp manufacturer to produce cholesterol-free crisps, looking to gain market share in the 'healthier' foods market.
The company asserts that the key to its product is the use of refined peanut oil to cook its crisps, instead of the more common vegetable oil blend.
The properties of the peanut oil means that at high temperatures the oil does not break down and release fatty acids. This, in turn, means that the crisps are low in saturated fat and contain no cholesterol, writes the company.
"Although the peanut oil is more expensive than the standard vegetable oils favoured by other leading brands, the quality is much higher, leading to a superior crisp in terms of flavour, crunch and health value," said Paul Saxby, director of Jonathan Crisp.
Refined peanut oil is thought to be safe for people with a peanut allergy, because the proteins that cause allergic reactions are removed during the manufacturing process.
Scientists believe that a diet high in saturated fats could lead to heart disease - a disease that claims the lives of more than 4 million Europeans every year and accounts for two in five of all deaths in people under the age of 74.
Governments the world over, looking for ways to combat heart disease in a bid to reduce health bills, are quickly catching on to the idea that diet could play a key role in reducing the incidence of chronic disease.