The baked snacks aisle is hotting up. Under the New York style brand, Greek-owned company Chipita will launch into the UK for the first time, taking on Warburtons Baked Pitta Chips and other rivals in this emerging category.
The New York Style brand, worth a claimed $90m worldwide, consists of Bagel Crisps, Panetini, Focaccia Sticks, Risotto Chips and Pita Chips. The latter is similar to Warburtons Baked Pitta Chips, which returned to shelves in April in a new format 10 months after a fire at the baker's Bolton plant stopped production. The product was first introduced in February last year.
Made from authentic pocket pita bread, New York Style Pita Chips comes in Sea Salt, Red Hot Chilli Pepper, Garlic Parmesan and a Garden Fresh Ranch variant [Sour Cream & Chives]. The brand is now available from Selfridges and Harvey Nichols and is being presented to mainstream retailers. It is being launched with a 50% extra for free promotion (rsp: £2.79/255g) to entice consumers and provides better value than Warburtons (£1.79 for a 150g bag).
New York Style had "a real opportunity" to take on Warburtons successfully, an industry expert said.
"Warburtons is associated with freshness, softness and other 'freshly baked' cues. Quite how that fits with a long-life, sealed snack product is difficult to see," said Lou Ellerton, consultant at branding agency The Value Engineers.
"New York Style could use a clever retail positioning and comms strategy to take ownership of the upmarket, sociable snacks sector as no other brand has yet done," she added.
The New York Style brand, worth a claimed $90m worldwide, consists of Bagel Crisps, Panetini, Focaccia Sticks, Risotto Chips and Pita Chips. The latter is similar to Warburtons Baked Pitta Chips, which returned to shelves in April in a new format 10 months after a fire at the baker's Bolton plant stopped production. The product was first introduced in February last year.
Made from authentic pocket pita bread, New York Style Pita Chips comes in Sea Salt, Red Hot Chilli Pepper, Garlic Parmesan and a Garden Fresh Ranch variant [Sour Cream & Chives]. The brand is now available from Selfridges and Harvey Nichols and is being presented to mainstream retailers. It is being launched with a 50% extra for free promotion (rsp: £2.79/255g) to entice consumers and provides better value than Warburtons (£1.79 for a 150g bag).
New York Style had "a real opportunity" to take on Warburtons successfully, an industry expert said.
"Warburtons is associated with freshness, softness and other 'freshly baked' cues. Quite how that fits with a long-life, sealed snack product is difficult to see," said Lou Ellerton, consultant at branding agency The Value Engineers.
"New York Style could use a clever retail positioning and comms strategy to take ownership of the upmarket, sociable snacks sector as no other brand has yet done," she added.
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