Seabrook Straight Cut Crisps relaunch after popular demand

Seabrook Crisps is launching a range of Straight Cut crisps into the Impulse channel following demand from fans to bring back the format, which was last on the shelves a decade ago.

Following its release into Grocery earlier this year, the Seabrook Crisps Straight Cut range will be available across Wholesale, Cash & Carry and Symbols nationwide at the end of June and offer three flavours; Sea Salted, Cheese & Onion and Sea Salt & Vinegar.

Each flavour will be available in outers of 24 as 31.8g single bags with an RSP of 55p.

As Britain’s original crinkle cut crisp, Seabrook developed the range to respond to a huge number of requests to bring back Straight Cut received through social media and its customer services team.

The new range will allow the brand to expand its market, with 1 in 5 of all consumers only buying straight cut crisps.

In keeping with the original crinkle cut recipe, the new Straight Cut variety is also certified Gluten-Free and suitable for vegetarians, which is labelled on-pack to give peace of mind to consumers.

It is the only Straight Cut range in the UK that is certified Gluten-Free and vegetarian friendly.

The launch will be supported by a range of retailer promotion deals, trade marketing and promotion to consumers through social media to drive awareness and encourage trial.

Seabrook Crisps Marketing Director, Kevin Butterworth said: “Seabrook continues to drive new shoppers in to the category and strong performance means that our rate of sale is now higher than our competitors. Shoppers love the taste of Seabrook so we are expanding our offering to allow retailers to grow sales with straight cut devotees.”

“We were always getting requests by fans on Facebook and Twitter to bring back Straight Cut and when we looked at the opportunity we knew it was a great proposition for the market and the trade.”