Soffle’s Rosemary & Thyme Pitta Chips

soffles pitta chips

Who: Soffle’s

What: Soffle’s Rosemary & Thyme Pitta Chips

Where: Savoury snacks

How much: £2.09 for 165g

Why: Soffle’s Pitta Chips secured its first listing in the mults last summer, arriving in Waitrose into a bagged snacks category in which NPD is increasingly critical to adding value. This startup is well positioned to tap ongoing demand for healthier alternatives to potato crisps, being oven baked and free from powdered flavourings to promise a “low-fat crunch”. Other variants include Spring Onion & Italian Cheese, and Chilli & Garlic.

Consumer verdict: The packaging received a mixed reaction, with some panellists praising it as “eye-catching”, while others complained it was “child-like”. The pitta pieces were larger than expected, with a “dry appearance” and a distinctive aroma of rosemary. While a minority of testers enjoyed the “strong” flavour and “crunchy” texture, the chips were marked down for their “hard” consistency. Negative purchase interest ratings rose post-trial, with 41% claiming they would probably or definitely not buy. Two-thirds felt there were better alternatives available.

Pre-trial purchase: 24%

Post-trial purchase: 24%

Better than what’s out there: 33%

New and different: 88%

Overall score: 31/50