Calbee UK has redesigned the packaging of its popular Loaded range and introduced new Loaded Rings.   Launched last year under the Seabrook brand, Loaded is already worth over £8million and outperforming some key snacking brands and competitors.

The new tangy Sour Cream & Onion Rings, fully loaded and seasoned to perfection, will be available in a multipack, sharing bag and £1 PMP pack. The addition of Loaded Rings to the Loaded line up, which includes Crunchy Cheese & Bacon and Seaside Salt & Vinegar Fries, provides an iconic snack shape to extend consumer appeal.

The pack redesign captures the core Seabrook heritage and personality through a contemporary look and feel. In addition to creating stand out on shelf, the new pack aims to attract a wider group of shoppers in the category.

The broader Seabrook Crisps brand has also been performing phenomenally well in recent months and is growing at +32.2% year on year, outperforming the category which is +3.7% over the last 52 weeks. Now worth £74 million, the brand continues to go from strength to strength.

Claire Hooper, marketing director at Calbee UK, said: “The new pack design gives Loaded real shelf standout and links it more closely to the Seabrook brand, which has a loyal consumer following.

“Loaded has performed extremely well in its first year and targets several different snacking occasions.  We look forward to building on this initial success.”

Seaside Salt & Vinegar Fries will also now be available in a sharing bag following the success of the multipack.

The new Loaded range will be introduced at the beginning of July. Loaded Rings will be available from selected major retailers as well as Cash & Carry and Wholesale operators.

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