EMILY Veg Thins

Source: Nurture Brands

The new crisps have rolled out in 23g single packs and 85g sharing bags (rsp: 80p - £2)

Nurture Brands is relaunching its Emily Veg Thins range in a bid to achieve “category-leading” HFSS credentials.

It has relaunched the range – originally a duo – as a trio with a new vegan Sour Cream & Onion flavour and a reformulated Barbecue SKU.

The new crisps are made with over 80% corn, peas, black beans and red lentils and weigh in at under 100 kcal per serving. They have rolled out in 23g single packs and 85g sharing bags (rsp: 80p - £2).

While the previous incarnation of the Veg Thins range already provided “good” HFSS credentials, recipe changes to reduce saturated fats and calories had helped improve these further, it said.

The updated recipes had achieved a nutritional score of –4, which is seven points below the minimum score set for “less healthy” HFSS foods, it added.

The trio of crisps will hit Ocado, WH Smith and wholesalers from 26 July.

The decision to reformulate the range was a quick reaction to the government plan to ban HFSS promotions from April 2022, said Nurture Brands.

“Many of our customers are increasingly concerned about the impact of lost sales resulting from HFSS guidelines on their snacking fixtures, but with Emily Veg Thins, we have the perfect solution”, said Nurture Brands MD Adam Draper.

Nurture Brands founder Ben Arbib added shoppers had “told us they love the idea of the healthier crisps but were disappointed by taste of products in the market”.

Read more: how has Kellogg’s escaped HFSS ban, and how can others?