British snack brand Seabrook Crisps has signed its first international deal as part of the growth strategy unveiled following the LDC-backed £35m management buyout last year.

The Yorkshire-based company will supply its premium Lattice crisps range to Gulf supermarket chain Lulu Hypermarket, which has stores in the United Arab Emirates, Oman, Qatar, Kuwait, Bahrain, Egypt, Saudi Arabia and India.

Initially rolling out in in Dubai stores as part of the chain’s ‘Best of British’ event, the first shipment of Seabrook Crisps will hit shelves later this month.

The Lulu deal is the first step in a major export drive following the brand’s buyout by private equity house LDC – revealed by The Grocer in July last year.

Seabrook has broadened the role of marketing director Kevin Butterworth, as part of the overseas push, to marketing and international sales director.

Butterworth attended food and hospitality trade fair Gulfood, held recently in Dubai, as part of a UKTI Northern Powerhouse trade envoy, where he brokered the deal with Lulu.

“As the brand’s first export agreement, this is a promising venture as we recognise the huge potential there is to expand trade in Dubai and the rest of the Gulf,” Butterworth said.

“As well as this region, we have identified a number of other international markets that provide opportunities to enter and I will be actively targeting each as part of my new role in the business.”

Neil Gibson, former marketing chief for Fox’s Biscuits and Vimto, has been appointed to take on Butterworth’s old position as marketing manager to support the brand’s UK sales growth.

Seabrook, which latest accounts showed recorded a 60% rise in profits to £2.7m as sales increased 11% to £27.2m in the year to 29 March 2015, is currently enjoying 4.6% year-on-year growth [Nielsen w/e 02.01.16].

CEO Jonathan Bye added: “These two new appointments are part of a wider strategy to drive the business forward and Neil is a valued addition to the team. We are delighted that Kevin’s efforts in his new role has enabled the brand to break into export trade at such an early stage in the process to target international markets.”