Simply Roasted has expanded into root vegetable crisps as it looks to tap into growing demand for better-for-you snacks.
Sea Salt and Sweet Chilli (rsp: £2.65/93g) are made from sliced sweet potato, parsnip and beetroot, and are billed as offering a “simpler and less processed alternative” within the snacking category.
The launch comes in response to growing consumer demand for snacks that feel like a better-for-you choice without compromising on taste, according to Simply Roasted.
Promising 30% less fat than fried vegetable crisps, the new range is made using the brand’s “unique” roasting process, which delivers “vibrant natural colours and great flavour”, it said.
The crisps will be stocked in Whole Foods Market and Amazon, and on Simply Roasted’s DTC website this month, before rolling out to Ocado in September.
“We’re on a mission to change the way we eat crisps for the better, forever. Having built Simply Roasted around our unique roasting process for potatoes, launching into root vegetables was a natural next step,” said Andy Hope-Johnstone, head of sales at Simply Roasted.
“The sharing occasion is one of the fastest-growing parts of the crisps and snacks category, but most of that growth has come from more of the same. We saw a real opportunity to bring a premium, better-for-you option to the sharing table: real vegetables, roasted rather than fried.”
The launch comes as KP Snacks prepares to exit the vegetable crisps market. In February, the supplier proposed to close its Tyrrells manufacturing site in Staffordshire as part of plans to discontinue its vegetable crisps range, citing a “sustained decline in demand and the loss of key export volumes”, reported the BBC.
No comments yet