Press Release
October 2008
Now even more CRIPS to share!
Deliciously-different, lower-fat snack CRIPS is launching its new sharing bags
on the world stage at SIAL.
The 140g bags, in three tasty flavours, complement the five new flavours of
Crips unveiled in 35g packs in April 2008.
The larger sharing bags are being launched in response to customer demand, and
will be seen for the first time at SIAL Paris, which runs from October 19th
to 23rd.
OOH Live at Earl’s Court on November 9th and 10th is the venue for the
UK launch of the sharing bags of the award-winning snack.
“From the very moment we launched Crips we were being asked if they were
available in larger sharing packs, and now they are,” said Crips managing
director Gareth Smith.
“Crips fans seem keen to share their snacks with their friends –
or maybe they just want more for themselves, bearing in mind that they are so
much lower in fat, and therefore healthier, than traditional fried potato crisps!
“SIAL is the perfect venue to launch our sharing bags on the global market,
and we are expecting great interest in both the 140g and the 35g packs.”
The award-winning snack, which is 75% lower in fat than traditional fried potato
crisps, is now available in 140g bags in Thai Sweet Chilli, Mature Cheddar Cheese
& Spring Onion, and Natural Sea Salt flavours.
Perfect for sharing, the new bigger bags complement the 35g pack range of Sea
Salt & Cracked Black Pepper, Sea Salt & Balsamic Vinegar, Thai Sweet
Chilli, Mature Cheddar Cheese & Onion, and Natural Sea Salt which were unveiled
earlier this year.
With heaps of natural flavour, no MSG, no trans fats, and no GM ingredients,
and suitable for vegetarians, the tasty oven-baked snack comes in eye-catching
packaging and has a six-month shelf-life.
Created and developed by Derbyshire-based Marbran, Crips are designed to appeal
to health-conscious crisp lovers with an appetite for something special.
The snack has been voted number one in independent tests…beating leading-brand
low-fat snacks Walkers Baked, Kettle Baked, Snack-a-Jacks and Ryvita Minis on
taste, texture and appearance.
Crips will be exhibiting in hall 2 at stand J 020 at SIAL and at stand 61 at
OOH Live.
For more information contact Crips on:
Tel: +44 (0) 1332 865220
E-mail: info@cripsnacks.com
Web: www.cripsnacks.com
Marbran received a £90,000 grant for research and development from East
Midlands Development Agency (emda) to enable them to develop the CRIPS product.
Notes to editors:
What makes CRIPS “like crisps but better”?
- Oven baked not fried
- 75% lower in fat than traditional crisps
- Heaps of natural flavour
- No GM ingredients
- No MSG
- Suitable for vegetarians
- 6-month shelf life
- No. 1 in independent taste tests
(100 testers did a blind sample of CRIPS, Walkers Baked, Kettle Baked, Snack-a-Jacks
and Ryvita Minis) For further information and interviews please contact Gareth
Smith on +44 (0) 1332 865220 or 07860 376521. Images are available to download
from www.cripsnacks.com
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 in the hospitality trade.
Putting together a team of close friends and technical experts, the partnership
perfected the idea for a totally new-style snack that was low in fat but high
in taste…and launched a trial of Crips in 2007. The trial went so well,
that the team launched a full range in brand new packaging in April 2008.
As well as coming top in independently conducted blind taste tests, Crips
also scooped an innovation award from The Food & Drink Forum and an Enterprise
Award from the Home-Grown Cereals Authority.
