You are what you eat
Proper Snacks continues to challenge the UK better-for-you snacking sector with the launch of an HFSS-compliant range of lightly ridged potato crisps.
The healthier potato crisps contain 30% less fat and salt than leading ridged potato crisps and have the added benefit of being a source of fibre, thanks to the addition of pea fibre and protein. In line with the rest of the Proper portfolio, the Propercrisps range is also gluten-free, free from palm oil and vegan.
The brand has put its own vegan spin on three classic crisp flavours – Thai Chilli, Cheese & Onion and Flame Grilled Steak – rolling out in Asda, Ocado, Boots and Amazon, for an RRP of £2.00/100g or $0.35/30g.
The latest innovation marks an ambitious move for the brand and solidifies it in the better-for-you space, with 50% of its total snack portfolio confirmed to be HFSS-compliant by October. Propercrisps has already proven successful, leading the category (+95% YOY value growth) and delivering £16.2m in value sales over the past years.
“Healthier snacking is showing no signs of slowing down. We’re proud to offer a healthier twist on the traditional potato crisp,” said founder Cassandra Stavrou.
“Since our inception, we have always prided ourselves on offering better-for-you snacks that never compromise on taste. The launch of Propercrisps responds to an unwavering demand for potato crisps that are satisfying, tasty and guilt-free. Our own comprehensive research has shown that consumer demand is still not being met with the current offering. So, it’s time for us to bring our proven, healthier snacking formula, into the crisps sector.”