Derbyshire-based lower fat snack firm Crips launches Crips 99Cals in Morrisons

East Midlands snack company Crips has achieved its first national supermarket roll out after securing a deal to launch its new Crips 99Cals lower fat snacks in 300 Morrisons stores nationwide.

The contract follows the success of Crips 99Cals in 50 Tesco stores in the Midlands and 67 Waitrose stores across the country.

It represents a significant step forward for the business, which is also currently negotiating with a number of other household-name retailers, said managing director Gareth Smith.

The firm, which is based at Ingleby, near Derby, and sprang out of the Leicester-based Orange Tree Group of pubs, is now planning a tasting campaign in 100 Morrisons stores.

“This is good news for the company, and good news for fans of Crips 99Cals who will now have more outlets from which to buy the snacks,” said Gareth.

The award-winning crunchy oven-baked wheat and potato snacks, with 70% less fat than traditional fried potato crisps, have been branded to appeal to consumers looking for healthy products.

The move into Morrisons follows strong and positive feedback from customers to its flavours.

“After they became available in Tesco and Waitrose we were constantly being asked why they weren’t on sale more widely,” said Gareth Smith.

“People were telling us they would buy Crips 99Cals more frequently if they were more easily available so we are delighted that we have secured a listing with Morrisons, which is our first national supermarket roll out.”

A spokesman for Morrisons said: “We are pleased that we can now offer our customers Crips 99Cals snacks. This is part of our ongoing commitment to working with individual companies that can provide innovative brands and help satisfy our customers’ demands.”

The inspiration for Crips snacks came from Gareth’s father Brian Smith, from Ingleby, who has been at the forefront of innovation in the food sector for 40 years. Five years ago he shared his ideas for a healthier, oven-baked crisp with Gareth, who jointly runs the Orange Tree Group, which has pubs in Leicester, Nottingham and Loughborough.

Putting together a team of technical experts, the partnership launched Crips in April 2008. It launched its latest brand, Crips 99Cals, in August last year. Available in three flavours - sea salt and balsamic vinegar, mature cheddar cheese and spring onion, and Thai sweet chilli – the 22.5g packs contain just 99 calories.

As well as coming top in independently conducted blind taste tests, beating five leading-brand healthy option snacks on taste, texture and appearance, Crips have also scooped an innovation award from The Food & Drink Forum and an Enterprise Award from the Home-Grown Cereals Authority.

Crips are also sold in Selfridges, Fortnum and Mason and Harvey Nichols, and a range of independent cafés, bars, delicatessens and farm shops across the UK. They are served as club class snacks by British Airways and the firm also exports to Germany, Sweden, Norway, Switzerland and Denmark.

Visit www.cripsnacks.com

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New lower fat snack Crips 99Cals to be launched to independent retailers and cafes at Speciality & Fine Food Fair

Crunchy new lower fat snack Crips 99Cals is being launched to independent delis, farm shops and other specialist retailers at Speciality & Fine Food Fair 2010.

The oven-baked wheat and potato snack created by East Midlands snack producer Crips has 70% less fat than traditional fried potato crisps and only 99 calories per pack.

The product offers a tasty, deliciously different snack to health-conscious crisp lovers with an appetite for something special.

Created by a team based at Ingleby near Derby, the Crips 99Cals range is available in three different flavours – Thai Sweet Chilli, Sea Salt & Balsamic Vinegar and Mature Cheddar Cheese & Spring Onion.

Crips have been voted number one in independent tests…beating five leading-brand healthy option snacks on taste, texture and appearance.

“We are delighted to unveil our new Crips 99Cals range at Speciality & Fine Food Fair 2010,” said Crips managing director Gareth Smith.

“The new packs are designed to offer something low in calories and fat, but without sacrificing the crunch, taste and eating experience of more traditional snacks.”

Crips 99Cals have no GM ingredients, no monosodium glutamate, are trans-fat free, have no artificial colours or preservatives, contain heaps of natural flavour, and are suitable for vegetarians.

Packaged in eye-catching bags that stand out on the shelf, Crips 99Cals are available in 22.5g packs in an optional shelf ready branded case.

Visit the Crips team at stand 254 at the Speciality & Fine Food Fair, Olympia, London, from 5th to 7th September.

http://www.cripsnacks.com/

Tasty Tesco Debut for New East Midlands Healthy Snack Crips 99Cals

Crunchy new lower fat snack Crips 99Cals has made its debut in Tesco stores in the East Midlands and beyond.

The oven-baked wheat and potato snack created by East Midlands snack producer Crips has 70% less fat than traditional fried potato crisps and only 99 calories per pack.


The product was unveiled on the healthy snacking aisles at 39 Tesco stores from Brackley to Barnsley in July.

It is the first time that the new-look Crips 99Cals packs have gone on sale – offering a tasty, deliciously different snack to health-conscious crisp lovers with an appetite for something special.

Created by a team based at Ingleby near Derby, the Crips 99Cals range is available in three different flavours – Thai Sweet Chilli, Sea Salt & Balsamic Vinegar and Mature Cheddar Cheese & Spring Onion.

Crips have been voted number one in independent tests…beating five leading-brand healthy option snacks on taste, texture and appearance.

“We are delighted that our new Crips 99Cals range has been unveiled in Tesco stores in the East Midlands area from Northampton right up to Barnsley,” said Crips managing director Gareth Smith.

“We hope the new packs will go down a treat with customers who appreciate their snacks but who are looking for something low in calories and fat, and who don’t want to sacrifice the crunch, taste and eating experience of more traditional snacks.”

Crips 99Cals have no GM ingredients, no monosodium glutamate, are trans-fat free, have no artificial colours or preservatives, contain heaps of natural flavour, and are suitable for vegetarians.

Crips 99Cals are on sale at the Tesco stores listed overleaf at £0.49 per 22.5g pack.

Caroline Bartrop, regional marketing manager for local sourcing in north & east of England for Tesco, said: "We are delighted to be the first retailer to be stocking the new Crips 99cal range in Tesco stores. Crips is a really innovative concept and we think the packaging will have great stand out on shelf."

The Tesco stores stocking Crips 99Cals are:

Alfreton, Ashby-de-la-Zouch, Barnsley Extra, Brackley, Chesterfield (Extra and Metro), Clowne, Daventry, Derby – Mickleover, Doncaster (Extra and Edenthorpe), Glossop, Goole (Boothferry Road), Heanor, Hinckley, Hucknall Extra, Ilkeston Extra, Kettering Extra, Leicester (Hamilton Extra and Extra), Long Eaton Extra, Loughborough Extra, Mansfield (Chesterfield Road Extra and Jubilee Extra), Melton Mowbray, New Ollerton, Northampton (South Extra), Nottingham (Carlton, Metro, TV Extra and Toton Extra), Oakham, Sheffield Infirmary, South Wigston, Towcester, Wellingborough 2, Weston Favell Extra, Whaley Bridge and Worksop.