As healthy and posh crisp sales boom, it’s crunch time for more standard offerings. Can playing the provenance card revive sales?

Are standard crisp, nut and snack brands starting to taste stale? Brands have had to pull out the stops to achieve category growth in the past year. Inventive NPD, hefty marketing spend and a focus on healthier eating have paid dividends for some, but standard lines have had no such luck.

Our special report looks at the data on the bestselling products and market share; the battlefield over provenance – including the ‘Britishness’ of the crisp; the knock-on effect of horsegate on consumer trust; the cut-and-thrust of disruptive marketing campaigns, such as that run by Golden Wonder; and the growing importance of health and free-from in the crisps sector.

Also inside our special feature:


Pop hit

Find out which pop-ular new crisps are creating the biggest health buzz this year Read more


Bear fruit nibbles

A big future for fruit crisps?

How are fruit snacks and crisps trying to win over sceptical consumers? Read more


Penn State Trail Mix

The innovation trail

With a distinct whiff of the great outdoors, a snack for backpackers heads our list of the best NPD Read more


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