Golden Wonder has been forced to close one of its three UK production centres because of the decline in the own label crisps market caused, it said, by extensive price cutting and promotional activity on branded products.

The company said value sales of supermarket branded crisps had fallen by 40% in the last five years. It confirmed it was planning to close its 22 acre Skelmersdale site within six months in order to recoup resultant losses.

Golden Wonder said consolidation of production at its other two centres would not affect plans for brands such as Nik Naks, Golden Wonder Crisps and Wheat Crunchies.