Kettle meat flavour crisps return with new launch
KETTLE Krinkle Aberdeen Angus Ribeye Steak & Peppercorn.
Kettle is bringing Kettle meat flavour crisps back to the category with a bold new Krinkle launch: Aberdeen Angus Ribeye Steak & Peppercorn.
The flavour marks a confident return to meat‑based innovation as the brand targets younger consumers seeking richer, more indulgent crisp experiences.
Kettle taps into demand for premium meat flavours
The new flavour builds on the success of the Krinkle range, which delivers intense seasoning through deep ridges and a thicker cut. By using real beef and highlighting the provenance of Aberdeen Angus Ribeye, Kettle is positioning the launch as a gourmet alternative within the ridged segment.
Meat flavours remain the second‑largest crisp segment after salt. Therefore, the brand sees clear headroom for premiumisation. Consumer testing supports this direction, with the new flavour outperforming its main competitor on overall opinion and purchase intent.
A format designed for younger, indulgence‑seeking shoppers
The Krinkle range has become Kettle’s platform for bolder, more playful innovation. The new flavour offers a high‑texture, high‑impact experience that resonates with younger audiences who want stronger flavours and more premium cues.
Michael Inpong, chief marketing officer at Valeo Foods UK, said: “This launch is all about bringing a gourmet, provenance-led meat flavour to our ridged range, offering an even more indulgent experience for Kettle Chips fans.”
Sports partnership boosts visibility for the new flavour
Kettle will showcase the 40g bags at stadiums during the ICC Women’s T20 World Cup 2026. This partnership aligns the brand with a younger, diverse audience and reinforces the “bold krunch” positioning of the Krinkle range.
The activation also supports Kettle’s ambition to connect with fans at major cultural moments, strengthening brand relevance beyond the supermarket aisle.
Rollout spans impulse, wholesale and major retailers
The new Kettle meat flavour crisps entered wholesale and impulse from 25 May. A Tesco first‑to‑market launch for the 130g sharing bag follows in July. Additional listings include Ocado in May, Asda in June and Morrisons in October.
