The Cornwall-based Warrens Bakery’s trade arm, Simply Cornish, has “refurbished” the Cornish Crisp Company, and it will now be known as The Great British Crisp Company (GBCC).
Simply Cornish acquired the Cornish Crisp Company in 2015. It has now been “refurbished, upgraded and modernised”, and will operate under the name The Great British Crisp Company.
Mark Sullivan, chairman of Warrens and Simply Cornish, told British Baker: “In recent months we have doubled product shelf life, introduced groundbreaking flavours and rebranded with a fresh contemporary new look as The Great British Crisp Company.”
GBCC will operate as a sister company to Warrens Bakery and offers “an innovative new flavour range that still contains the much-loved attributes of The Cornish Crisp Company, including the use of Cornish potatoes, hand cooked within the county.”
The difference, Sullivan said, is: “It now fuses knowhow and skills from our master bakers, with over 150 years of potato snacking experience (from the world’s oldest pasty producer), to create a unique collection of innovative tastes.”
The new range is the only one in the world to use mineral-rich Cornish Sea Salt, (a company that is part of the Warrens portfolio of brands). GBCC will be the only potato crisp producer in Britain to use this ingredient going forward.
The range includes The Classics, a series of British tastes that use natural ingredients from the region, including cider vinegar, Cheddar cheese, and Cornish Sea Salt, using only Cornish potatoes.
Warrens’ master bakers have also introduced Meal In One Bite taste concepts, inspired by traditional British favourites. Flavours include fish and chips, classic English breakfast, roast beef & horseradish, and chicken tikka masala, as well as, of course, traditional Cornish pasty.
Sullivan said: “It would be a real boost if bakeries throughout the land were to get behind one of their own and stock the range.”
Hear Mark Sullivan at British Baker online event
You can hear Mark Sullivan, chairman of Warrens Bakery, talk about the journey of the brand in recent years – from store revamps to product development – at an upcoming British Baker online event. Sullivan is the keynote speaker on Insights from the Bakery Market Report. The event is being held on 4 March at 2pm. The event also includes a presentation by Amy Price, team co-ordinator, news and features, at Mintel on the bread and baked goods market.
To register see www.bakeryinfo.co.uk/BMR