Great British Crisp Co

The Cornish Crisp Company has relaunched as The Great British Crisp Company, with a focus on variants inspired by classics of British cuisine.

The brand was acquired last year by the UK’s oldest Cornish pasty maker, Warrens Bakery, which invested in upgrading its Callington production facility and developed a new line of flavours.

The new products use Cornish Sea Salt - the only crisps to do so, according to GBCC. It said the rebrand was intended to give it “a more inclusive British feel but still very much with a Cornish heart” and that the flavour range featured “strong British taste concepts which extend beyond any one county”.

The range consists of five Classics - Natural Unseasoned, Cornish Sea Salt, Sea Salt & Luxury Peppers, Sea Salt & Cider Vinegar and Cheddar Cheese & Chive - and five Meal In One Bite flavours: Fish & Chips, English Breakfast, Chicken Tikka Masala, Cornish Pasty and Roast Beef & Horseradish.

Each is available now in a 40g single bag (rsp: 75p), with 150g sharing bags due to launch in May (rsp: tbc). GBCC said it had a number of retail listings in the pipeline.

“We recognised that we had to be truly original to establish ourselves in this busy sector,” said chairman Mark Sullivan. “Our innovative ‘meal in one bite’ flavour range is groundbreaking, being based on natural ingredients and more sophisticated flavours.

“One of the great features of this range is that it extends the category and creates more interest in shelf space for retailers. We are getting huge interest from the major tourist centres, including London. Although we have over 150 years of snacking experience, we are delighted with customer reactions.”