Beer boost to ailing crisps market

Beer flavoured crisps are being launched on the bar market by snack company Kettle Foods.

The UK Kettle Chips maker has added new Mature Cheddar and Adnams’ Broadside Beer variety to its range of premium crisps.

The beer flavouring, provided by English brewers Adnams, has been introduced to target the luxury end of the crisp market in an effort to boost bland crisp sales. The new product joins Kettle’s Chips gourmet flavours, such as Apple, Sage and Thyme and Mango Chilli.

Kettle marketing director Peter Wilson said,“To our knowledge, this is the
UK’s first ever real beer-flavoured chip. As such, it will appeal to all lovers of good English ale.

The crisps contain 4% dried Adnams’ Ale and, along with the remainder of the Kettle range, are free from artificial colours and flavourings. They will be sold in 150g bags at £1.35 (£1.99).

The crisp industry has been suffering from bland sales recently due to health concerns and negative publicity surrounding the snack. The UK is the largest crisp market in Europe but sales dropped between 2002 and 2005 by 9% due to greater awareness of their high fat and salt content.

But according to Kettle,“Consumer demand for real food without additives has led to a 20% growth year-on-year in the hand-cooked crisps market. .

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