Press Release

July 2010

Tasty Tesco debut for East Midlands healthy snack Crips 99Cals

Crunchy new lower fat snack Crips 99Cals has made its debut in Tesco stores in the East Midlands and beyond.

The oven-baked wheat and potato snack created by East Midlands snack producer Crips has 70% less fat than traditional fried potato crisps and only 99 calories per pack.

The product was unveiled on the healthy snacking aisles at 39 Tesco stores from Brackley to Barnsley on July 12th.

It is the first time that the new-look Crips 99Cals packs have gone on sale – offering a tasty, deliciously different snack to health-conscious crisp lovers with an appetite for something special.

Created by a team based at Ingleby near Derby, the Crips 99Cals range is available in three different flavours – Thai Sweet Chilli, Sea Salt & Balsamic Vinegar and Mature Cheddar Cheese & Spring Onion.

Crips have been voted number one in independent tests…beating five leading-brand healthy option snacks on taste, texture and appearance.

"We are delighted that our new Crips 99Cals range has been unveiled in Tesco stores in the East Midlands area from Northampton right up to Barnsley," said Crips managing director Gareth Smith.

"We hope the new packs will go down a treat with customers who appreciate their snacks but who are looking for something low in calories and fat, and who don’t want to sacrifice the crunch, taste and eating experience of more traditional snacks."

Crips 99Cals have no GM ingredients, no monosodium glutamate, are trans-fat free, have no artificial colours or preservatives, contain heaps of natural flavour, and are suitable for vegetarians.

Crips 99Cals are on sale at the Tesco stores listed overleaf at £0.49 per 22.5g pack.

Caroline Bartrop, regional marketing manager for local sourcing in the north & east of England for Tesco, said: "We are delighted to be the first retailer to be stocking the new Crips 99Cals range in Tesco stores. Crips is a really innovative concept and we think the packaging will have great stand out on shelf."

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.