Kettle Chef's Signature

Kettle Chips is hoping to turn around falling sales with a premium range launched in partnership with leading food brands.

It has teamed up with Gressingham Duck, Wensleydale Creamery and Maldon Salt Company to produce the three-strong Chef’s Signature range, which carries a £2.29 rsp compared with £1.99 for the core Kettle line-up.

The launch follows a 6.4% year-on-year slump in volume, with value down 3.3% to £97.1m [IRI 52 w/e 28 February 2015], and Kettle this week said the UK crisps and snacks market had continued to be “extremely fierce” in the past year in terms of the battle for shelf space and promotional activity.

“From our research, premium is a growth area for the category and we are confident the taste and quality of the new Chef’s Signature range will be attractive to consumers and grow value sales,” added marketing director Andrew Slamin.

Rolling into Budgens this week, and Waitrose from August, the range comprises: Gressingham Duck, Plum Sauce & Spring Onion; Yorkshire Wensleydale Cheese & Cox Apple Chutney; and Maldon Sea Salt Flakes. The 150g packs feature a mix of matt and glossy print and can be resealed using a sticker in the shape of an apron.

Above-the-line marketing, PR and social media support are planned in the run-up to Christmas.

“I have enjoyed working with these leading British ingredient suppliers on this collection, which I think will add something new and exciting to the crisps sector,” said Kettle Chips chef Chris Barnard.