Supplier All About Food has set its sights on the men’s market with the relaunch of its Nando’s crisp range.
The range is being renamed Nando’s Peri-Peri Grooves, and crisps will now be ridge-cut, which the company said would lock in flavour and appeal to men looking for stronger tastes.
The crisps will be available in three flavours - Smokey BBQ, Spicy Chicken and Sizzling Hot - in 150g sharing bags and, in a first for the range, 40g impulse packs. Packaging has also been revamped.
Nando’s crisps launched in 2008 and were produced and marketed by a third party, but All About Food has brought development in-house. It is hoping to double sales of the Nando’s products it markets - including its top-selling peri-peri sauce - to £40m in the next three to four years.
“The crisps offer a great opportunity to drive trial and introduce people to the peri-peri taste,” said marketing director Declan Lockett, adding that the relaunch would be supported with sampling and promotions during the summer.