New SKU comes out on top in taste tests

Norfolk based hand-cooked crisp brand, KETTLE® Chips has announced the launch of its brand-new Thai Sweet Chilli seasoning which is made with a Thai inspired recipe on the brand’s signature hand-cooked potato chips.

This new launch will be widely available across major retailers from early April at £1.99.

As well as being the fastest-growing flavour bucket* in the crisp aisle, ‘chilli’ is a profile which brings a huge demand for innovation and variety. As consumers look to experiment with new ingredients, wanting more than just heat, Norwich-based KETTLE® Chips are well placed to meet the growing demand for more authentic, delicious flavour combinations when it comes to snacking.

The new seasoning has been developed at KETTLE® Chips’ HQ by in-house Innovation Chef, Phil Hovey, using delicious, high-quality, real food ingredients often found in authentic Thai cooking.

Phil Hovey, Innovation Chef at KETTLE® Chips, said: “We are extremely excited to be launching this Thai Sweet Chilli variety, featuring iconic Thai ingredients with real depth and interest that take consumers on a flavour journey unlike any other. The new SKU combines the perfect blend of Thai spices, bringing spikes of soy, star anise and coriander, complemented with bold chilli and an underlying sweetness to offer a delicate balance of this complex mix of flavourings.

Kizzy Beckett, Senior Brand Manager at KETTLE® Chips, said: “We thought it was time to bring something more flavoursome and interesting to the table and consumers have agreed. When we first taste-tested our Thai Sweet Chilli crisps with consumers, we were amazed to see such a strong preference for our new recipe. Even our earliest product tests showed that consumers are 23% more likely to purchase KETTLE® Thai Sweet Chilli than the next market leader**. There was a big gap in the market for a more authentically Thai seasoning from a trusted brand, which we have now filled.

“This new launch will be supported with an exciting nationwide marketing campaign going live later this year, including TV idents, a robust social media activation and an innovative PR launch. We’re certain our new Thai Sweet Chilli variety will spice up the category.”

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