Seabrook launches front-peel packs for new lattice crisps range

The UK’s first peel front crisp packets are set to be released to market by Seabrook Crisps within its new, Lattice Cut range.

The British brand has developed the innovative new format to allow consumers to peel open the front of the packet and share its contents.

The new pack design will be launched into Convenience and Foodservice when the Lattice Cut range rolls out into each channel in mid-October.

The Peel & Share design, which will be exclusively available on the Lattice Cut 40g packs with an RRP of 75p, gives the trade a new product that responds to the growth of the sharing occasion within in the sector, currently worth £290m.

It provides a more convenient and stylish serve to meet the occasion and emphasises the premium position of the range.

The peel front pack has a tested, tamper proof seal and its unique format has no impact on the shelf life of the product.

The product is designed for the growing demand for ‘on the go’ snacking solutions and sharing, and will appeal to Petrol Forecourts and high footfall Convenience retail outlets that have a strong ‘on the go’ food offer.

The Lattice Cut range will also be released in 90g standard price marked packets from mid-October to offer an exclusive format to the Convenience channel.

The larger format supports social occasions such as parties or the ‘Big Night In’ and will be price-marked £1 to encourage trial and will feature in pre-filled branded shippers available through selected Cash & Carries nationwide from October to November.

Seabrook’s continued investment in its Lattice Cut range, which originally launched through the Grocery channel in May, also recognises the opportunity within the premium crisps category, now worth £223m and growing at 7% YoY.

As the only lattice cut range available in the UK, it aims to appeal to its target market of 40+ housewives who frequently shop for treat or sharing occasions.

The hand cooked Lattice Cut range has been created to offer a unique crunch and texture along with a format designed to capture more flavour.

Premium flavours in the range include Natural Sea Salt, Sea Salt & Red Wine Vinegar and Rich Farmhouse Cheese and Onion.

Lattice Cut packaging will also promote attributes that have high appeal with its target audience, highlighting that the crisps are hand-cooked and made using only natural flavours.

In keeping with the recipe for other ranges, the new Lattice variety is certified Gluten-Free and suitable for vegetarians.

Seabrook Crisps Marketing Director, Kevin Butterworth said: “Often, the best ideas are the simplest and we’ve invented a peel and share pack format that shoppers will love, because the product is more adaptable and enjoyable to use. While the packets can also be opened in the conventional way like the standard bags, the re-sealable peel front is a simple and convenient serving solution that complements the premium position of our new Lattice Cut range, providing even more appeal for our target audience.“

“The overall range provides a perfect offer for the sharing occasion and Impulse shoppers can choose to grab a 40g bag to enjoy whilst on the go or at work or pick up a larger bag on the way to a social gathering.”

The Seabrook Crisps Lattice Cut range will be available in the Cash & Carry Channel in outers of 18 for 40g packets and outers of 10 for 90g packets.