Pipers Launch ‘Crispeas’ Range

Pipers Launch ‘Crispeas’ Range

Pipers Crisps is proud to announce the launch of a new range of highly innovative snacks designed to tap into the fast growing ‘better for you’ (BFY) sector. Pipers Crispeas are a fresh take on the British pea, available in three delicious flavours - Matar Paneer, Salsa Verde and English Mint - offering a low calorie (less than 95 kcal per pack) source of protein and source of fibre snack, with all the bold taste associated with a Pipers snack. Pipers Crispeas are gluten-free, wheat-free, barley-free and suitable for vegetarians.

The healthy snacking market is growing fast, and showing no sign of a slow-down. The total BFY market is now worth nearly £125 million (9.3% year on year growth) and over half the population is now buying into the BFY category. In this segment two-thirds of shoppers are repeat purchasers and healthy eating snacks are being bought far more frequently, up to six trips a year.

Katy Hamblin, Marketing Manager at Pipers, says: "We’ve looked carefully at the trends that are driving the healthy snacking market. It’s clear that there are two key factors; taste and nutritional benefits. Protein as a cited benefit is an important global food trend with over 50% of consumers citing the need for more protein in their daily diet. But, overall, taste is still the key driver for snack purchasing consumers. That’s why we’ve combined three delicious flavours for our British peas, which are already naturally low in calories as well as a source of protein and fibre," Katy adds.

Pipers has designed the three new Crispeas varieties to satisfy a wide range of tastes at different times of the day. Crispeas will be particularly popular in the thriving ‘food-to-go’ sector; great alongside sandwiches and salads. They are expected to be a big hit with 18 to 34 year olds, who represent the most significant snack-buying segment and who lead the healthy eating revolution looking for nutritional benefits and lower calorie options.

The new range of Crispeas will uphold Pipers’ famous brand attributes, combining great taste, quality ingredients and provenance. The new packaging design will convey to customers that the Pipers brand is different; it’s a brand of substance, leading the way with meticulous attention to detail.

To support the launch of Crispeas, Pipers will be attending trade shows such as Speciality & Fine Food Fair and Lunch! In addition, Pipers will attend more than 40 consumer-facing events in 2018, including the Carfest North and South, driving sampling and awareness through pop-ups.

Pack sizes are 21g with a RRP of £1.19. Case sizes are 18 x 21g, with a product shelf-life of three months minimum (d+12 weeks). Available from 14th May.