Room for growth

Putting its value at £2.2bn, Mondelez International says the crisps and snacks category is one of the most significant in UK retail. But it still sees room in the market for new products.

Biscuits, crisps and snacks category lead Rick Lawrence said: “The UK savoury snacks market is currently dominated by the traditional fried potato crisp, and we believe there is significant room for snacks to be bigger within the category, like in North America where salty snacks are worth $28bn.


“The market has been ripe for innovation, given that there’s been little new product development within crisps and savoury snacks above and beyond new flavours.”

To take advantage of what it sees as a major opportunity, Mondelez launched its new Ritz Crisp & Thin range.

Lawrence said: “Ritz Crisp & Thin has been scored as outstanding in independent taste tests.”

Available in Cream Cheese & Onion, Sea Salt & Vinegar, Sweet Red Chilli and Sea Salt & Black Pepper flavours, the launch is being supported by a £10m campaign including TV ads and in-store activity.

United Biscuits says it shifted its focus to baked as opposed to fried  in recent years. Its snack portfolio is now 100% baked and to take advantage of what it sees as demand for healthier snacks it’s now promoting its Jacob’s snacks range.

Trade communications controller Hena Chandrana said: “The largest growth driver on Jacob’s has been the re-launch of the brand.  As part of this we invested £10m including TV advertising in the Jacob’s Snack Happy campaign.”

Snacking is dominated by categories such as crisps and nuts, but Kerry Foods says meat snacking is growing.

Brand manager for Mattessons Charlotte Kerr said: “Meat snacking is worth £186m, with research showing that 44% of people are interested in buying products that are naturally higher in protein. However, category penetration still remains relatively low at 23%, so there is great scope for further category growth.”

Kerry Foods sales director for convenience Clare Bocking described Mattessons Double Dippers as an adult-targeted snack and said its launch has attracted new people to the meat snacking category and broken the £1 price ceiling by offering a snack people will pay more for.