When Golden Wonder launched cheese & onion crisps 49 years ago, it could not have envisaged how massive and varied the sector would be half a century later.

The choice for consumers is more diverse than ever and over the past year, there has been a fresh wave of flavour innovation. Walkers, for instance, has added sour cream & chive and cheddar cheese & bacon flavours to its core range, while UB introduced chargrilled chicken to the McCoy's range. Brands are also trying to generate excitement with more limited editions.

"We like to keep consumers surprised by introducing sparks of flavour innovation throughout the year," says Andrew Slamin, Kettle Foods marketing director. Limited editions allow brands to offer seasonal flavours or trial new ones.

Because they are geared toward the convenience market, "they give you opportunities to evolve your products and are a good way to keep variety going for consumer," notes UB's customer marketing director, Mark Sudgen. 

Flavours such as chilli and wasabi remain the hot ticket, adds Kate Waddell, practice director, consumer brands at Dragon Rouge. "Spiciness may not have a ceiling the tolerance of heat has become almost a recreational sport," she says. Sweet-savoury, herbal and more experimental regional flavours could also take off, she predicts "super-hot Szechuan, for instance, and we may see more eclectic British flavours celebrated, maybe Black Pudding or Scotch egg flavour."

The newcomers won't ever oust the original heavyweights, though, believes Waitrose buyer Victoria Green. "Flavour innovation is important, but not crucial. Our sales figures show that the main three flavours salted, salt & vinegar, and cheese & onion are the favourites."

Focus On Crisps, Nuts & Snacks

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