Rolled out by the privately owned company this month, the launch of the 40 g pack comes a year after the brand made its debut in an 80 g format.
With a recommended selling price of £1 ($1.45), the new packs are sold in the same four flavors as the sharing bags - Sea Salt, Salt & Malt Vinegar, Cheddar Cheese & Onion and Sweet Red Chilli. Two varieties are vegan and they are all free from GMO and have no artificial flavors or preservatives.
Slabs are produced using a large variety of potato and a thicker cutter that Great Food Affairs says produces “a good firm slice for frying”.
'Pillow pack' format
The 40 g servings are sold in a landscape-oriented ‘pillow pack’ described as a first for the craft potato crisps market by Great Food Affairs commercial director Beege Bourne-Whittaker, who has previously held roles including commercial director at Glennans, the vegetable crisp factory sold to Tyrrells in 2011.
“The bag design meets every expectation of a premium quality product and we incorporate a window on all our packs to engage the consumer and manage their expectations,” she added.
Bourne-Whittaker said that, while much of the snacking market was focused on lower-fat and healthier products, the “true snacker rarely converts”.
“A good treat once a week is preferred to a baked, unrewarding treat three times a week,” she told BakeryAndSnacks. "We have introduced a truly big crisp that lives up to the promise - we are four times thicker and olive oil in the oil mix gives us depth of flavor, like a home-cooked chip."
Crisp connoisseurs 'want a treat'
Bourne-Whittaker added that, while many mainstream brands relied on “mid-tier” snackers who typically bought products on deal, Slabs was targeted at fans of handcooked, premium snacks.
“For crisp connoisseurs, the price is the last consideration,” said Bourne-Whittaker. “They want a treat or they wouldn’t be in the snack section of the store.”
The Slabs brand is sold at retailers including farm shops, garden centres, forecourts and through foodservice.