Red Mill has launched its first branded range of ethnic snacks. The company is no stranger to the sector because it is already a key own label supplier of tortillas, prawn crackers and mini poppadoms to multiple retailers.
But Red Mill believes it can now go one step better with its own sharing range. Three offerings get an initial launch, all retailing at less than £1 - a 200g bag of Tortillas in Cool and Tangy Cheese flavours, a 70g offering of Prawn Crackers and 90g Mini Pappadums.
Rolling out now, the company is positioning the range at the independent c-store market via wholesalers and cash and carries. In particular, it aims to provide a “value focused alternative to existing brands” such as Walkers’ Sensations and Doritos ranges.
MD James McKinney said:
“We’ve identified a gap in the market for a better value ethnic snack product and Red Mill has the credentials to deliver.
“Our new range will give retailers without their own branded range a value offering which reflects their retail stance, keeping the price below the pound mark to appeal to price-conscious snack buyers.”