Just how many ways can you describe a crinkle-cut crisp?
Sector stalwart McCoy's has always gone with 'Ridge Cut' but while Kettle is singing from the same hymn sheet with its Kettle Ridge Crisps, launched last year, others have come up with a raft of alternatives. Last summer, Tyrrells launched Furrows, emphasising the brand's farm roots, while Northern Irish producer Tayto relaunched its Rough Cuts range last month. Walkers launched Crinkles in April, insisting that the UK market for crinkle crisps has room for substantial growth.
As with any NPD, the new variant aims to extend brand appeal while adding incremental sales, says marketing director Miranda Sambles. Paradoxically, Kettle says its Ridge Crisps range targets younger customers than the core brand, while Walkers believes that the Crinkles brand appeals to an older consumer than the main Walkers range, reflecting the different demographics of the two brands.
"The Crinkles brand generally appeals to an older consumer, 45-plus, and the grooves and the texture means it's a more conscious and involving eat," says Sambles. Kettle Foods marketing director, Andrew Slamin, says: "Marketed as 'ridged for extra wallop' and aimed at a slightly younger audience than the core range, Kettle Ridge Crisps are generating fantastic consumer feedback."
Nielsen figures show that Kettle Ridge brand, launched in July 2010, is worth £4.8m [Nielsen MAT total market w/e 19 March 2011]. Despite the competition, McCoy's has more than held its own, however, with a 7% increase to £96m in the year to 26 March 2011 [Nielsen]. So what next for the crinkle-cut sector? A 'wrinkle' and 'crease' are still unclaimed anyone for cheese & onion wrinkles?
Focus On Crisps, Nuts & Snacks
Sector stalwart McCoy's has always gone with 'Ridge Cut' but while Kettle is singing from the same hymn sheet with its Kettle Ridge Crisps, launched last year, others have come up with a raft of alternatives. Last summer, Tyrrells launched Furrows, emphasising the brand's farm roots, while Northern Irish producer Tayto relaunched its Rough Cuts range last month. Walkers launched Crinkles in April, insisting that the UK market for crinkle crisps has room for substantial growth.
As with any NPD, the new variant aims to extend brand appeal while adding incremental sales, says marketing director Miranda Sambles. Paradoxically, Kettle says its Ridge Crisps range targets younger customers than the core brand, while Walkers believes that the Crinkles brand appeals to an older consumer than the main Walkers range, reflecting the different demographics of the two brands.
"The Crinkles brand generally appeals to an older consumer, 45-plus, and the grooves and the texture means it's a more conscious and involving eat," says Sambles. Kettle Foods marketing director, Andrew Slamin, says: "Marketed as 'ridged for extra wallop' and aimed at a slightly younger audience than the core range, Kettle Ridge Crisps are generating fantastic consumer feedback."
Nielsen figures show that Kettle Ridge brand, launched in July 2010, is worth £4.8m [Nielsen MAT total market w/e 19 March 2011]. Despite the competition, McCoy's has more than held its own, however, with a 7% increase to £96m in the year to 26 March 2011 [Nielsen]. So what next for the crinkle-cut sector? A 'wrinkle' and 'crease' are still unclaimed anyone for cheese & onion wrinkles?
Focus On Crisps, Nuts & Snacks
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