Kettle Chips has unveiled Chef’s Signature, a new range featuring partnerships with specialist food brands.
Flavours include Gressingham Duck, Plum Sauce & Spring Onion; Yorkshire Wensleydale Cheese & Cox Apple Chutney; and Maldon Sea Salt Flakes.
Chef Chris Barnard, the man behind the Chef’s Signature, said: “For over 25 years I’ve been passionate about using real food ingredients in all our recipes. I have therefore really enjoyed working with these leading British ingredient suppliers on this new Signature collection which I think will add something new and exciting to the crisps sector.”
The Chef’s Signature range is available in 150g sharing bags (rrp: £2.29) with the added benefit of a re-sealable sticker, found on the back of pack, in the form of Chef Chris’ apron. Packs have a tactile finish so that the chopping board image provides the feel of wood and glossy print has been used to enhance the food ingredients on the front of pack.
The range will be supported by an above the line campaign, along with consumer PR and social media support. The press advertising will appear during November and December, in the run up to the busy Christmas period for sharing snacks. The ads highlight one of the brand’s key attributes – that the seasoning is developed with real food by a real chef. The ads tell the story behind the new range, providing an insight into Barnard’s recipe book and his inspiration for the new products.
The ads will feature in newspaper supplements and lifestyle magazines, including BBC Good Food, Delicious, Good Housekeeping, Olive, The Guardian, Times and Telegraph, driving awareness and trial in the lead up to the key selling period.
Andrew Slamin, Kettle Foods marketing director, said: “Building on our heritage as the original sharing crisp brand which created the category over 25 years ago, this new range will help to capitalise on consumers’ desire to buy premium products with real quality and provenance. Chef’s Signature achieved outstanding results in consumer research and we are confident that it will add value growth to the category.”