Seabrook has launched its first premium crisps range.
Waves (rsp: £2.25/140g) is described by Seabrook as “a more refined, gently wavy cut” crisp.
It will debut in Wensleydale & Spring Onion, Sea Salt & Cider Vinegar and Steak & Black Pepper, with sharing packs hitting Morrisons on 1 October.
The range was “perfect for nights in, sharing with family and friends”, said Seabrook.
“Our move into more premium sharing crisps complements our roots in everyday, great-value crisps and snacks,” said Seabrook marketing director Claire Hooper.
“Sharing crisps are growing volume ahead of the category and with many shoppers continuing to struggle with grocery prices, affordable innovation is important in this space, especially from a brand that is known for great flavour.”
It comes after Seabrook launched a price-marked range, Trebles, into the convenience channel in June.
Earlier this month, the crisps supplier signed a two-year sponsorship deal with Huddersfield Town Football Club.
The partnership will see Seabrook’s branding feature on LED perimeter and mid-tier boards, concourse TVs, and static screens in the grounds.
Seabrook isn’t the only brand hoping to carve out a premium tier for crinkle-cut crisps.
Kettle launched Krinkle Lightly Salted sharing bags (rsp: £2.65/130g) exclusive to Co-op in August. Sea Salt & Balsamic Vinegar of Modena and Sweet Chilli & Sour Cream will join the lineup this autumn.
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