Proper Snacks takes on the crisp category with the launch of HFSS-compliant Propercrisps

Share on twitter
Share on linkedin
Share on facebook
Share on email

One of the UK’s leading better-for-you snack brands, Proper Snacks, continues to challenge the snacking sector with the launch of a new HFSS-compliant range of lightly ridged potato crisps.

The healthier potato crisps contain 30% less fat and salt than leading ridged potato crisps and have the added benefit of being a source of fibre, thanks to the addition of pea fibre and protein.

In line with the rest of Proper snacks’ portfolio, the Propercrisps range is also vegan, gluten-free and free from palm oil.

Propercrisps is putting its own vegan spin on three classic crisp flavours, by launching Thai Chilli, Cheese and Onion and Flame Grilled Steak in stores nationwide this month. The lightly fried, ridged potato crisps offer a satisfying and crunchy snack, with less grease and guilt.

The latest innovation marks an ambitious move for the brand, as it accelerates its unrivalled growth to extend beyond popcorn and lentil chips, setting its sights on the potato crisps category.

The innovation solidifies Proper Snacks in the better-for-you space, with 50% of its total snack portfolio confirmed to be HFSS-compliant by October.

The launch responds to growing consumer demand for healthier potato crisp options, with Proper Snacks stating low-fat, low-salt and low-calorie as the top three most important health factors according to consumers looking for healthier crisps.

This follows the growth of Properchips having already proven successful as it continues to lead the category (+95% YOY value growth), delivering £16.2m in value sales over the past year.

Potato crisps currently account for only 28% of better-for-you crisps, snacks and nuts sales and are growing at +19.1% YOY, presenting a strong opportunity through which the brand can enter new snacking occasions.

Founder, Cassandra Stavrou explains: “First it was popcorn, then it was lentil chips. Now we’re ready to take on the snacking category with our newest range – Propercrisps.

“Healthier snacking is showing no signs of slowing down. We’re proud to offer a healthier twist on the traditional potato crisp. We’ve chosen three cult flavours we know snackers love and have found a unique way to increase fibre whilst reducing fat and salt.

“Since our inception, we have always prided ourselves on offering better-for-you snacks that never compromise on taste. The launch of Propercrisps responds to an unwavering demand for potato crisps that are satisfying, tasty and guilt-free. Our own comprehensive research has shown that consumer demand is still not being met with the current offering. So, it’s time for us to bring our proven, healthier snacking formula, into the crisps sector.”

Propercrisps launch in ASDA, Ocado, Boots and Amazon this month. Sharing packs, RRP £2.00 / 100g. Single packs, RRP £0.95 / 30g.