Described as the UK's first wheat and potato-baked snack, Crips was one of the most exciting looking new products on show at IFE07.

The eyecatching new brand is expected to hit the shelves at major retailers and delicatessens in the next few weeks in two flavours - cheese & seasalt and black pepper.

Both lines will retail at 79p a packet.

Orange Tree, the Leicestershire family business behind Crips, is to run a campaign stressing the brand's leap from its home-cooked roots to a "highly-distinctive" lower-fat nibble for the masses.

The two families involved in Orange Tree - the Smiths and the Hings - already run a chain of pubs serving healthy foods.

Orange Tree's latest products are baked instead of fried. Family member Brian Smith, a food technologist, perfected the wheat-and-potato combination.

The packaging was developed by Notts graphics specialists Wasted.