Symington’s takes a bite out of the snacking category

Food manufacturer Symington’s is launching a new snacking concept – the Bread Crisp. To deliver this concept, Symington’s has teamed up with crisp brand Seabrook in the form of a new licensing agreement.

Seabrook Bread Crisps are made from finely sliced pieces of bread rather than the traditional potato crisp. Each Bread Crisp variety is baked with various ingredients and then tumbled in seasoning. Being baked not fried, a typical 25g serving is between 101 and 107 calories and low in saturated fat, making them a healthier option compared to normal crisps.

Andrew Wade, marketing controller at Symington’s, comments, “We are excited to be adding this brand to our licensed portfolio and to launch a product that offers consumers something new and different. Bread Crisps are healthier than many alternative snacks.”

The range consists of four flavours are sold in cardboard tubes. The packaging uses characters to represent each of the four variants: “Farmer Fred’s” Cheddar Cheese & Red Onion; “Trawlerman Ted’s” Sea Salt & Balsamic Vinegar; “Fireman Frank’s” Sweet Chilli and “Saucy Sue’s” Tangy BBQ.

The sharing snack market is worth £638 million, growing at 6.1% and accounting for 35% of the total snacking category. The new Seabrook Bread Crisps will be positioned against well known snack brands such as Pringles and Doritos.

Seabrook Bread Crisps are sold in 100g tubes and will be available in Morrisons from the end of November, rolling out to other retailers in 2012. RRP: £1.69.