Kettle launches a new premium chips range in the United Kingdom: Discoveries

KETTLE® the favourite premium crisp brand in the United Kingdom, is pleased to announce the launch of Discoveries, an exciting new sharing range featuring unique flavour combinations, designed to target the growing couples night in occasion.

Inspired by food from near & far, and brought to life by our chef, the innovative seasonings are all gluten free and combine authentic food ingredients with hand cooked potato chips.

Discoveries offers four unique and delicious seasonings:

• Salted Caramel & Double Cream
  
  Inspired by the British seaside, this seasoning sees the marriage of the highly on-trend savoury and sweet flavour combinations and is made with moreish Salted Caramel Spread from Tiptree, paired with indulgent double cream.


• New York Deli with Pastrami, Dill Pickle & Mustard
  
  Based on the classic New York pastrami on rye, these potato chips are packed with an authentic punch, the real beef pastrami and dill pickle providing a meaty bite of the Big Apple.


• Gressingham Duck®, Plum Sauce & Spring Onion
  
  Inspired by the sweet and smoky tastes of Asia, this classic recipe combines delicious duck, from the UK’s leading duck brand, with the fruitiness of plum sauce and the freshness of spring onion.


• Yorkshire Wensleydale Cheese & Cox Apple Chutney
  
  From the award winning Wensleydale Creamery, wonderfully crumbly and full of flavour cheese is complemented by tangy, sweet chutney made from crisp English apples, bringing to mind picnics on the Yorkshire Dales.

Two of the seasonings, Gressingham Duck®, Plum Sauce & Spring Onion and Yorkshire Wensleydale Cheese & Cox Apple Chutney, have made the successful transition from the KETTLE® Chips Chef’s Signature range which is being replaced by Discoveries.

Phil Hovey, the KETTLE® Chef behind the Discoveries range:

“Discoveries is all about our love of food and great taste, taking inspiration from a variety of sources – favourite dishes, restaurants, street markets, and new foods discovered whilst travelling both at home and abroad”.

We know that consumers are embracing the ‘night in’ culture with the rise of Netflix and TV on demand. At the same time, continued pressure on household incomes has driven people towards smaller, everyday treats rather than expensive meals out and this is reflected in the increasing popularity of premium products across grocery - including crisps and snacks.

Consumers told us that they enjoy eating crisps, especially newer flavours, with their partner at home, almost 70% expect KETTLE® to do these types of foodie snacks better than any other brand, and over 90% indicate they would be likely to buy Discoveries (Wavelength Insight Research January 2017).

Andrew Slamin, Kettle Foods Marketing Director:

“Building on our heritage as the original sharing crisp brand which created the category almost 30 years ago, this new range will appeal to foodie crisp consumers looking for new and exciting seasonings.”

“Discoveries achieved outstanding results in consumer research and delivers a particularly strong fit for the KETTLE® brand, so we are confident that it will add value growth to the category.”

KETTLE® is the UK’s original and number one premium crisp with no artificial ingredients or added MSG, growing at 4.9% year on year, ahead of a flat total crisps & snacks market (Nielsen data 52 weeks to 22nd April 2017). The commitment to innovation helps to keep the KETTLE® portfolio fresh and offers retailers something new for their customers.

With a bold, contemporary packaging design and glossy print to really enhance the food ingredients on the front of pack, the Discoveries range is available in 130g sharing bags and the recommended retail price is £1.85 per bag.