Desert Salt Crisps

Savoursmiths is expanding its range of posh crisps with a new Desert Salt flavour.

The crisps, poised to hit shelves from December in 40g and 150g packs, are made with naturally harvested, sun-dried salt from the Kalahari Desert in Southern Africa and potatoes harvested from the supplier’s farm in Cambridgeshire.

They will roll out initially into Harrods, followed by Ocado in early 2018 (rsp: £1.20-£2.49).

The sourcing and sun-dried method created “an exceptional taste, enhancing and enriching flavours”, said the brand. “Our crisps are fuelled by the local fields and we are involved in the process from start to finish. Everything we do is made from scratch and we influence what is sown, when it is harvested and how our crisps get prepared.”

Further NPD from Savoursmiths would likely see release over the coming year, a spokeswoman told The Grocer.

Crisp sales fell 2.9% to £882.6m last year as shoppers turned away from traditional products towards more premium lines and sharing formats. While total crisp volumes declined 0.9%, sharing crisp sales were up 3.5% to £233.8m on volumes up 5% [Kantar Worldpanel 52 w/e 29 January 2017].