Festive flavours target Christmas crisp consumers

By Catherine Boal

- Last updated on GMT

Related tags: Marketing, Christmas, Snack foods

Hand cooked crisp company, Kettle Foods, is the latest snack maker
to target the Christmas market ahead of the indulgent festive
season.

The UK company has launched four new flavours - on sale for the three months leading up to the new year.

According to Kettle, the premium crisp sector has seen substantial growth with a 20.5 per cent year on year increase in sales to £15.7m (€23.4m). The December market in particular has proved a profitable niche as sales of adult and premium crisps in Christmas week are more than double that of any week of the year

The company hope this year's unusual gourmet flavours - apple, sage & thyme, white stilton & apricot, camembert & plum and sundried tomato & sweet red pepper - will attract consumers casting aside health concerns in favour of luxury products for the indulgent Christmas period.

Kettle marketing director Peter Wilson said: "Our commitment to innovation and NPD drive retail sales at significant times throughout the year, and Christmas is one of our key trading periods."

Retailers such as Tesco and Sainsburys will be stocking the products which are on sales from this month and priced £1.45 (€2.16) per 150g bag.

All contain no artificial additives or MSGs and are marketed as being made from only natural ingredients.

With the launch, Kettle are following UK crisp and snack company Walkers who added crispy aromatic duck and mushroom and white wine flavours to its seasonal Sensations brand range.

Last year, sales of Kettle's sharing packs were 160 per cent higher in that week than the annual weekly average.

The company, who recorded overall year on year growth of 31.5 per cent, said that the most popular holiday seasonings for the crisps and snacks market were cheese and meat derivatives - especially seasonal varieties such as brie and cranberry or honey roast gammon.

Related topics: Processing & Packaging, Ingredients

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