Kettle Chips is slashing the number of its seasonal lines to concentrate investment on fewer flavours.
The company is getting rid of its spring varieties to focus on summer and winter launches.
Its next seasonal release will be Mango Chilli this summer. The product combines the kick of chilli with the “soothing fruitiness of real mango” and will have an rsp of £1.45 for a 150g
bag. A spokeswoman for Kettle Foods insisted all the seasonal flavours had performed well, but added: “There is a lot of cost involved in releasing a new flavour and the company decided it wanted to spend more on marketing and promoting each one.”