Simply Roasted launches non-HFSS crisp range into Booths

By Gwen Ridler

- Last updated on GMT

Simply Roasted has launched into Booths stores in the UK
Simply Roasted has launched into Booths stores in the UK

Related tags Ambient snacking

Snack brand Simply Roasted has secured a deal with up-market supermarket chain Booths to supply the retailer’s stores with its non-high in fat, salt or sugar (HFSS) crisps.

The range will launch its range of roasted potato crisps in 27 stores across northern England. Flavours in the range included Sea Salt, Mature Cheddar & Red Onion, Sea Salt & Cider Vinegar and Black Truffle.

Commenting on the listing, Simply Roasted chief commercial officer Rhys Harvey said: “Booths is a premium, highly reputable grocer with a commitment to selling the best food and drink available.

‘New process’

“This makes them the perfect partner for Simply Roasted crisps with our​ world first new crisp cooking process that allows us to deliver all the taste of indulgent crisps while being compliant for HFSS.

“We are delighted that Booths has recognised the value we can add to their crisp category and that we’ve been able to support them in their preparations for the HFSS regulations coming in later this year.”

This year will see the introduction of new regulations, with the restriction of the marketing of HFSS foods presenting a challenge for food manufacturers​ – many of whom are facing pressure to reformulate products, particularly in bakery, desserts and snacks. 

Tackling HFSS

Norfolk-based Simply Roasted produces crisps using a patented roasting process developed over a 10-year period. Made using whole slices of potato, the crisps contain 50% less fat and 25% less salt than a traditional potato crisp and are “the only roasted crisp on the market”.

Booths Buyer Emily Bur added: “We are really pleased to be launching simply roasted crisps into stores, a great tasting product with great credentials too. A crisp brand fit for the future.”

Meanwhile, Cambridgeshire-based oat producer Glebe Farm has extended its range of oat drinks available in Morrisons stores in the UK.  

Glebe’s new range launched nationwide and through its online store last month, supported by a brand refresh. Glebe Farm PureOaty Barista and PureOaty Creamy & Enriched retail from £1.80. 

Related topics NPD Ambient foods

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