New Gourmet Brown Rice Chips are aimed at health-conscious snackers wanting wholesome, tasty nibbles.
Listed in Tesco and Whole Foods Market, the four varieties are made from wholegrain brown rice, crisped rice and rice flours. They are also gluten-free. "The brown rice is a clear signpost for consumers," said Mark Haley, MD of Snack Alliance.
The launch is backed by a website, promotions and sampling. Rsp is £1.49 for a 150g sharing bag.