Crips Unveils Five New Flavours

11/04/08 Five new deliciously different flavours of award-winning snack Crips have been unveiled.

The crunchy oven-baked wheat and potato snack, which has almost four times less fat than traditional fried potato crisps, now also comes in new, bold, eye-catching packets.

Designed to appeal to health-conscious crisp lovers with an appetite for something special, the new range is aimed at independent food retailers, delicatessens, coffee shops, and other outlets that sell snacks.

“Crips really appeal to people looking to cut their calorie and fat intake, but who don’t want to sacrifice the crunch, taste and eating experience of potato crisps,” said Gareth Smith, director of Derbyshire company Marbran, which produces Crips.

Crips were devised by global food technologist Brian Smith, who has been at the forefront of food innovation since setting up Booth Smith Food Technology in 1970.

His worldwide business travels helped him keep a close eye on trends in the food sector…and in 2005 he shared his ideas for a healthier, oven-baked crisp with his son Gareth, an entrepreneur who jointly runs East Midlands-based pub group The Orange Tree.

Putting together a team of close friends and technical experts, the partnership perfected the idea for a totally new-style snack…and launched Crips in 2007.

They were voted number one in independently conducted blind taste tests…out-performing leading-brand low-fat snacks Walkers Baked, Kettle Baked, Snacka-Jacks and Ryvita Minis on taste, texture and appearance.

Crips also scooped an innovation award from The Food & Drink Forum and an Enterprise Award from the Home-Grown Cereals Authority just a few weeks later.

Now five new flavours of Crips are being launched to satisfy the increasing demand for healthier, gourmet crisps:

• Mature cheddar cheese & spring onion
• Sea salt & balsamic vinegar
• Thai sweet chilli
• Natural sea salt
• Sea salt & cracked black pepper