Proper crisps range

Source: Proper Snacks

The crisps will roll into Asda, Ocado, Boots and Amazon this month (rsp: 95p-£2/30g-100g)

Proper Snacks is looking to challenge Walkers and McCoy’s with a move into potato crisps.

The brand, known for its popcorn, lentil chips and, more recently, snack bars, has unveiled a range crisps claimed to contain as much as 30% less fat and salt than rival brands – “with the added benefit of being a source of fibre, thanks to the addition of pea fibre and protein”.

Three flavours – Thai Chilli, Cheese & Onion and Flame Grilled Steak – will roll into Asda, Ocado, Boots and Amazon this month (rsp: 95p-£2/30g-100g).

In line with the rest of the Proper Snacks portfolio, the crisps are vegan, and free from gluten and palm oil.

They are billed as “a satisfying and crunchy snack, with less grease and guilt”.

The launch is intended to strengthen Proper Snacks’ position in the healthier snacking space, with 50% of its total snack portfolio set to be HFSS-compliant by October.

It responded to “growing consumer demand for healthier potato crisp options”, said Proper Snacks.

According to Proper Snacks founder Cassandra Stavrou, healthier snacking showed “no signs of slowing down”.

“Since our inception, we have always prided ourselves on offering better-for-you snacks that never compromise on taste,” she said.

“Our own comprehensive research has shown that consumer demand is still not being met with the current offering. So, it’s time for us to bring our proven, healthier snacking formula into the crisps sector.”