Seabrook Crisps Ltd has invested £1.5m in developing four new flavours of crisp, each with 90 per cent less salt.
The new product, called Goodbye salt, Hello flavour, will be available in Jacket potato with Mediterranean tomato & herbs; Jacket potato with tomato ketchup; Jacket potato with caramelised onion and Jacket potato with creamy butter flavours.
The range is expected to be on the shelves of major retailers by February 1.
John Tague, the expanding company’s managing director, said: “We start manufacturing on January 19. The first deliveries to customers should arrive by January 24.
“We are looking to sell 100 million bags in the first year, so it’s good news for manufacturers who supply our bags, cartons, oil, flavours and potatoes, and the transport company that will be delivering it all.”
A further £750,000 will be spent in targeted advertising in print media, particularly big-selling women’s magazines.
“Our market research is telling us there is a whole load of consumers who want to eat crisps but with less salt.
“Majority purchasers of the new brand, which we think is unique, are likely to be female because most females do the weekly shop. So, initially, we will be targeting women and then go out to men over the next 12 months,” John added.
The brains behind the new snacks is Seabrook chairman and chief executive Ken Brook-Chrispin.
He said: “The passion and commitment for accomplishing what is, quite frankly, a massive milestone in our industry, was our response to consumer demand for a reduced salt crisp with great taste.
“I’ll admit, it has been no mean feat for us. We have undertaken huge amounts of development and research to finally create crisps which live up to our reputation for making the ultimate, tasty crinkle-cut crisps, while enabling the nation to continue its obsession with the humble potato snack and reduce its salt intake.”
“Goodbye salt, Hello flavour represents a significant investment of more than £1.5 million. We have high hopes for this unique range in maintaining Seabrook as Britain’s fastest-growing crisp brand.”