A new range of tubed potato snacks has its eye on Pringles’ throne. Essex-based importer Food & Drink Brands International is introducing Kracks to the UK market as a direct rival to Procter & Gamble’s £142m brand (The Grocer Top Products Survey 2003).
Five flavours make up the range of 50g and 180g tubes (rsp: 59p-99p) - Cheese, Sour Cream & Onion, Seafood, BBQ and Original. Two offerings of canned apple chips and rice crackers also come under the same banner.
Marketing director Phil Yard said Food Empire, Kracks’ Chinese manufacturer, was willing to put money behind the brand for promotions, depending on listings.