Proper Snacks extends Properchips range with new multipacks

The UK independent snack brand, Proper Snacks, is looking to accelerate its growth in better-for-you snacking with the launch of a new Properchips multipack range. The latest innovation follows the launch of Properchips in both sharing and singles format and the ongoing success of multipack for its Propercorn range.

Properchips multipack has launched in two of its best-selling flavours – Salt & Vinegar and Barbecue – in stores nationwide. Upholding its commitment to creating better-for-you snacks that put taste first, the multipack bags come in at under 70 calories per pack and 30% less fat than leading crisps.

After popping for eight years, Properchips was the first venture outside popcorn, taking the humble lentil and turning it into something big. With a unique shape and strong lentil base, Properchips uses natural seasoning and every recipe is vegan and gluten-free. The range has gone on to see significant growth since 2019, delivering + £10m in value sales in 2021, up +88% vs the previous year.

The launch responds to unwavering consumer demand for on-the-go snacking options, with Propercorn multipack having already proven successful as it continues to grow ahead of the category (+3% value), delivering £8.2m in value sales in 2021, up 27.7% vs the previous year.

Multipacks currently account for 43% of total BFY sales and 32% of total CSN sales, presenting a strong growth opportunity through which the brand can enter into new snacking occasions.

Founder Cassandra Stavrou explains: “Properchips was a seriously exciting move for Proper Snacks. It took us from the leading premium popcorn-maker to the biggest independent brand in better-for-you. The range has exceeded expectations with unprecedented demand.

“With the launch of Properchips multipacks, we continue to extend our snacking portfolio. As more people begin travelling and heading back to the office, healthier, on-the-go snacking options are in strong demand.

“Taste remains the number one priority at Proper Snacks. Launching in our two most popular flavours, we’re proud to provide snackers with a healthier alternative to two classics they know and love.”

Properchips multipack has launched in Ocado, ASDA, Tesco, Morrisons, Waitrose and Booths and is available now. RRP £1.79 for 5 x 14g bags.