Northern Bread Crisps launch into Morrisons

23 November, 2011

A new partnership between two food manufacturers from the North of England has instigated the launch of a brand new line of crisp products made from bread.

Dried foods manufacturer Symington’s located in Leeds and Bradford-based crisp company Seabrook have signed a licensing deal to co-create Bread Crisps, which has been targeted at the crisp sharing market worth £638m in the UK. It appeared on Morrisons’ shelves on Monday priced at £1.69 per bag, with further negotions in place with Asda, Sainsbury’s and Tesco.

Andrew Wade, marketing manager for Seabrook Bread Crisps, claims the range is much healthier than normal crisps, being baked rather than fried and containing one-third of the fat content in comparison.

“At 12% fat, you couldn’t call it a low-fat product,” said Wade. “A typical 25g serving is between 101 and 107 calories. It’s an absolutely unique product. It does what it says on the tin. It’s a bread crisp.”

David Salkeld, chief executive of Symington’s, said “We see it as a potential revolution in the crisp industry. My own view is this could be huge for Symington’s. The savoury snacking category is worth £1.7bn and if we could take one or two per cent of that market that would be huge.”

Symington’s has invested in a flavour tumbler and a filling line in line with the launch, with four varieties of Seabrook Bread Crisps on offer. The business will consider installing another 10 production lines to cope with its growth, with the potential of up to 100 jobs being created next year.





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