The UK’s number one independent snack brand, PROPER, is set to accelerate its unrivalled growth in better-for-you snacking with the launch of a fifth PROPERCHIPS flavour: Salt & Vinegar.

The latest addition follows the successful launch of PROPERCHIPS last year, which has quickly emerged as the biggest new brand in better-for-you, adding £2.6M to the category[1]. Launching in stores nationwide this month, the new flavour provides shoppers with a healthier alternative to the much-loved crisp classic.

Upholding its commitment to creating better-for-you snacks that lead on taste, PROPER use sea salt and apple cider vinegar to season its lighter, lentil chips. As the first clean-label Salt & Vinegar product on the market, PROPER’s all-vegan recipe is free from citric acid and artificial flavourings – favouring quality, natural seasonings instead. As with every flavour in the PROPERCHIPS range, Salt & Vinegar contains 30% less fat than leading crisp brands and comes in at under 100 calories per serving[2].

Co-founder, Cassandra Stavrou explains: “Last year saw the launch of PROPERCHIPS – a seriously exciting move for PROPER, that has taken us from the leading premium popcorn-maker to the biggest new brand in better-for-you.

More and more people are demanding healthier, snacking options throughout the day, but taste remains the number one priority. Our latest flavour was created in direct response to this, made using a crispy, lentil base and nothing but natural seasonings. After months of tasting and tweaking, we’re proud to have recreated one of the nation’s most popular flavour profiles, providing shoppers with a healthier alternative to a classic flavour they know and love.”

Salt & Vinegar PROPERCHIPS are now available from Tesco in bigger, sharing bags (85g), with single-serve bags (20g) launching in June (RRP £0.80 and £1.99).

[1]IRI,Total Market Value Sales,  52 w/e 22.03.20

[2] 30% less fat than leading crisps, based on average fat g/100 of the following market leading crisps: Walkers, Doritos,  Sensations, Pringles, McCoy’s, Hula Hoops, Quavers

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