Seabrook Loaded

Calbee UK is expanding its portfolio with the launch of restaurant-inspired snacking product ‘Loaded Fries’ under the Seabrook branding.

The new snacks are launching in two flavours Cheese & Bacon and Chilli Heat. It hopes to bring restaurant-inspired flavours to people’s homes to help consumers recreate the experience and help bridge that gap between eating out and at-home snacking especially as many consumers are unable to visit restaurants with others limited in choice including takeaway options available.

The range will be available in a 6x19g multipack, 130g sharing bag and an 80g £1PMP bag. Loaded Fries will be available from 26 October 2020 in selected major retailers as well as Cash & Carry and Wholesale operators. Bestway Batleys, Bestway Direct, and Parfetts will be the first to launch with Unitas and Sugro members following.

Commercial director at Calbee UK Jon Wood said: “We’re excited to launch our brand new Loaded Fries, inspired by street food and contemporary restaurants which is bang on trend. The new product brings excitement to the category with a modern spin on everyday snacking. We know from data that snacking will continue to perform well throughout this period as consumers are seeking products that are comforting and familiar with many turning to trusted brands. Loaded Fries is the Seabrook brand’s first extension into the wider snacking market and initial trade reaction has been very positive. We intend to continue to innovate across the snacks market to broaden consumer choice and improve retailers ranging options.