This latest NPD sees the UK’s fastest growing major snack brand set its sights firmly on the growing popularity of ‘heat’ as a flavour.
Many of us are by now familiar with the popular hot sauce challenge videos that frequently populate our social media streams, and this latest move by Proper is indicative of the trend’s burgeoning mainstream appeal.
According to global market research firm NIQ, spicy crisps, snacks and nuts (CSN) are very much enjoying a ‘moment’ right now, and are now worth £528 million in the UK, growing 3% year on year and accounting for 16% of CSN sharing sales - growing 4.4x faster than the category.
Made with natural flavourings, gluten free, and coming in at under 100kcal per serve, Proper’s House Hot Sauce Lentil Chips will be made available in both sharing bags and price marked packs.
Sandie Dilger, chief marketing officer at Proper Snacks, commented: “Our Chips range keeps going from strength to strength as more people look for non-potato alternatives to traditional crisps, so it felt like the right time to bring a properly standout spicy flavour into the line-up.”
The new flavour launches today (20 January) across Tesco stores nationwide and will follow in Nisa, Costcutter, Spar, and Dhamecha from 2 February, with a wider retail release in March.
The release will be backed by the latest iteration of the ‘Practice Proper Snacking’ campaign, featured across digital, sampling and in-store touchpoints.
