Seabrook unveils plans for crisp factory number two

By Elaine Watson

- Last updated on GMT

Related tags: Potato, Plan

Seabrook crisps
Seabrook crisps
Bradford-based crisp manufacturer Seabrook is scouting around for a second production facility in the Northampton area after unveiling ambitious plans to more than double sales from £28m to £63m in the next five years.

Md John Tague told “Back in 2007/8 we were turning over £12m and the business was in decline. This year we’re looking at £28m with a plan to get to £63m in 2015.

"By 2022, if we realise our ambitions, we’re potentially looking at turnover of £200-250m."

While Seabrook’s factory in Bradford was capable of supporting sales of around £60-70m, the firm was beginning to plan for another site around the Northampton area to service customers in the south, said Tague.

“We’re probably six-to seven months away from actively looking for a location, but we would like to be up and running in around 2013.”

Reversal of fortunes

The reversal of fortunes had come from a combination of factors including “hard work, engaging with retailers and aligning our strategy with our customers' s​trategies,” said Tague.

“We were also the first everyday crisp manufacturer to move to SRP (shelf ready packaging).”

Seabrook had also significantly increased the scope and breadth of its listings, and was now stocked in 10,000 more outlets than it was two years ago, he revealed.

“But there’s also a huge amount of business to go after and we have a really good new product development pipeline at the moment.”

Raw material prices

However, recent rises in prices for frying oil, potatoes and other materials could not all be absorbed through greater efficiencies, he said.

“Potato prices are 20% up, oil is up 20-30% in the last three months, and we’ve also seen rises in cardboard and other packaging costs. We will have no other alternative but to try and pass on some of these costs.”

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