Kettle Chips announces Steakhouse Barbecue flavour

Kettle Chips has announced another addition to its core range with the launch of a new Steakhouse Barbecue seasoning. This new variety will hit shelves in February 2021 and follows the demand for barbecue flavoured crisps, which has reportedly seen substantial growth in the sharing category of 18% year-on-year. Currently the only premium crisps brand with a real meat BBQ SKU in the sharing crisps and snacks category, Kettle’s latest launch is raising the bar in what it calls a so far under-represented market, offering the authentic BBQ taste created by a grill.

Kettle’s new Steakhouse Barbecue SKU will launch into Tesco stores nationwide and will be available from additional major retailers this spring with a RSP of £1.99 (150g).

Developed at Kettle Chips’ Norfolk HQ by in-house innovation chef, Phil Hovey, Steakhouse Barbecue has been carefully crafted using only the very best real food ingredients, says the company. Delicately balancing depth and flavours, the rich spice rub has a sweet and smoky character, synonymous with the low and slow barbecue cooking style, and finished with succulent real beef brisket. The unique seasoning envelops Kettle Chips’ 100% British potatoes which are hand cooked in small batches to ensure a delicious crunch.

This new addition follows the success of a range of new product launches in 2020 for Kettle Chips, including Thai Sweet Chilli. The Steakhouse Barbecue launch follows the same effective model as Thai Sweet Chilli; featuring as part of Kettle Chips’ James Martin Saturday Morning sponsorship with its own 10 second ident and supported by a strong social, PR and shopper marketing campaign.

Louise Thompson, marketing director at Kettle Foods, said: “Our latest product launch, Steakhouse Barbecue, reflects consumer demand for authentic, BBQ flavours, featuring real meat ingredients which are currently under-represented in the premium crisp category. The pairing of meat and iconic barbecue flavours is renowned and we’re incredibly proud to introduce this SKU to the BBQ snacking category – currently the only one to feature real meat ingredients across premium brands.

“After our incredibly successful launch of Thai Sweet Chili in 2020, along with our Tastes of Britain sub-range trio, we’re sure that consumers will be delighted with the intense and mouth-watering seasoning of Steakhouse Barbecue. We’re confident that in just one bite these crisps will transport consumers back to memories of long summer evenings enjoying a barbecue with friends and family.”