Kettle Chips Extends Range with Red Thai Curry Flavor

The new Red Thai Curry will give a boost to our strong core range, which has seen an increase of over 1 million new households purchasing Kettle Chips in the last 12 months.

23/06/08 The new seasoning is a deliciously simple take on the popular south-east Asian dish, embracing a variety of spices to deliver an aromatic but feisty chip that is sure to make a fiery impact on sales.

Consumer demand for a more natural product is helping Kettle Chips become one of the UK’s fastest growing grocery brands: sales are up 26.6% in the last 12 months and the brand is showing growth of almost £14m year-on-year.

Kettle Foods was keen to develop a new variety in the category of hot and spicy seasonings, which is currently the fourth most popular seasoning type in the Adult/Premium crisps and snacks market with a 13% value share.

Kettle Chips Marketing Director, Andrew Slamin, says: “Kettle Chips play a key role in delivering flavour innovation in the category and generating consumer excitement. The new Red Thai Curry will give a boost to our strong core range, which has seen an increase of over 1 million new households purchasing Kettle Chips in the last 12 months.

“We are confident that Red Thai Curry will deliver incremental sales – in research the concept scored highly on purchase intent. Retailers can take part in this success - stocking Kettle Chips will deliver additional sales as 44% of our growth is incremental to the total category.”