Kettle Foods has expanded its ‘healthier’ premium crisps portfolio with a range of wholegrain and lentil-based light snacks.
Kettle Bites, available from next week, comprises Lentil Curls in Sweet Chilli and Mozzarella & Pesto flavours alongside Wholegrain Waves in Maple Barbecue and Coconut, Lime & Chilli variants. Both additions are rolling out into multiples and independents in 2x22g handy packs (rsp: 70p) and five-bag multipacks (rsp: £1.89).
Targeting women looking for lighter, better-for-you snacks that don’t compromise on taste, each 22g pack contained less than 100 calories and 50% less fat than standard crisps, said Kettle Foods.
The products were made from “real food” ingredients, contained no “hidden nasties” and were made using Kettle’s “unique baked technology”, said marketing director Andrew Slamin, adding Bites would tap demand for “quality lighter tastier” products suitable for everyday consumption.
“Research indicates that our new products provide a winning combination of taste with less calories, so we are aiming for a significant share of the emerging healthier market.”
The Bites range joins Kettle’s existing ‘healthier’ Baked lines - Potato Chips and Sweet Potato Chips - on shelf, and would add incremental sales to the brand, said Slamin.
Kettle Foods is supporting Bites with a wide-ranging consumer push next year including advertising, sampling, PR and digital activity.