Seabrook Crisps and Symington’s are aiming to shake up the snacking aisle with the launch of a range of bread crisps.
Rolling out this week to 250 Morrisons stores, Seabrook Bread Crisps mark Symington’s first foray into the snacks category and are part of a new licensing agreement with the Bradford-based crisp brand.
The bread crisps come in four variants, each represented by a quirky on-pack character: Farmer Fred’s Cheddar Cheese & Red Onion, Trawlerman Ted’s Sea Salt & Balsamic Vinegar, Fireman Frank’s Sweet Chilli and Saucy Sue’s Tangy BBQ (rsp: £1.69for a 100g cardboard drum).
A 25g serving of the crisps – baked, finely-sliced pieces of bread – contained between 101 and 107 calories and a third less fat than standard potato crisps, claimed the company.
Targeted at the £638m sharing snack market [Kantar Worldpanel 52w/e 2 October 2011], the products were a natural extension for Symington’s, which already manufactures croutons, breadsticks and bruschetta at its Millerdale site, said marketing manager Andrew Wade. “We saw an opportunity to move into the snacking market and Seabrook was the perfect brand to help us do that,” he said. “It has a great reputation for quality, so it was a natural partnership.”
Symington’s invested £20,000 in new equipment to allow it to manufacture the bread crisps. It will support the launch with sampling in 170 Morrisons stores from early December and the products will be sold initially on a twofor-£ 3 promotion to encourage trial. The company is in talks with other supermarkets regarding a wider rollout next year.
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