Seabrook Crisps reports strong trading

06-Jun-2022 - Last updated on 06-Jun-2022 at 09:14 GMT

Seabrook, the Yorkshire-based crisps manufacturer owned by Calbee, has revealed it is growing at +32.2% year on year, outperforming the category.

The Bradford-based brand, now worth £74m, is also up +36.9% in the last 12 weeks while total Crisps, Snacks and Popcorn (CSP) sits at +2.5%, it said.

The crisp brand revealed it added an additional 1.8m households since January 2021 and is now purchased by almost nine million UK households.

UK-wide distribution continues to grow for Seabrook Crisps, which now has 35% national penetration. Regionally it is in over one in two households in the north of England and over one in three households in the remainder of the UK (excluding London at 1 in 5).

Performing exceptionally well

The company said that Seabrook’s 6x25g multipack range has also been “performing exceptionally well” this year with a brand value of £63m, penetration rate of 28% and a total of 58m packs sold. Multipacks have grown +£11.3m in the last year, with 84% of this growth coming from new shoppers, it revealed.

The company said that its Loaded range, under the Seabrook brand, is now worth £8m and is outperforming some key snacking brands and key competitors.

The manufacturer said that its five-year partnership with Alton Towers Resort which has been expanded to include Thorpe Park Resort has been hugely successful.

The partnership sees consumers offered two for one entry at Alton Towers Resort or Thorpe Park Resort in the south of England.

Strong year

Jon Wood, commercial director at Calbee UK, said: “It’s been a very strong year for Seabrook Crisps as the most recent figures show. We’re incredibly proud to reveal that the brand is now worth £74 million which has accelerated greatly over the last year. In addition to our core Seabrook products, NPD such as our Loaded range, has also played a part in this incredible growth.

“The introduction of Thorpe Park to our on pack-promotion is a fantastic addition and demonstrates the brand’s national footprint which is only increasing, particularly in the south of England. We have some really exciting news to announce this year and hope 2022 continues to deliver excellent results.”

Calbee purchased Seabrook Crisps in October 2018 in a bid to further its strategic objective to grow internationally and establish a firm foothold in European markets.

Last year, Seabrook crisps manufacturer Calbee UK completed a £5m investment into its manufacturing facilities