Free from snacking brand Eat Real has announced it is to enter the tortilla category with the launch of Multiseed Tortilla Chips, described as the biggest product launch in the brand’s history and the first new base since the brand began.
Built on a nutrient-rich multiseed base and inspired by cookbook-led flavours, the range has been designed to “elevate the dip-and-share occasion - bringing Eat Real’s real food values to the segment with a flavour-led, ingredient-forward offer,” it said.
Tortilla is the most mainstream alternative base in snacking and one of the fastest-growing segments in crisps, snacks and nuts, expanding at six times the rate of the overall category.
Made from a blend of corn, flaxseed, sunflower seeds and quinoa, the new range delivers a distinctive crunch with “flavour-led recipes that enhance dippability and elevate sharing moments.” It also offers a combination of credentials that remain rare within the tortilla segment - high fibre, HFSS compliant, plant-based, gluten-free and free from artificial ingredients.
The new range launches in three flavours - A Touch of Sea Salt, Birdseye Chilli, Zesty Lime & A Touch of Sea Salt and Smoky Tomato Salsa with a Hint of Chilli
Available in a 160g sharing format with an RRP of £2.75, the range has already launched into the impulse channel and will roll out to Morrison’s from 13 April and Tesco from 27 April, with Asda to follow after.
The launch is backed by Eat Real’s first-ever digital display campaign. In addition, a media partnership with lifestyle platform Glassette will create a content series around small-plate moments that place Eat Real Tortillas at the centre of curated hosting moments.
A retail, e-commerce and targeted sampling campaign also feature as part of the plan.
Sandie Dilger, chief marketing officer at supplier Proper Snacks, said: “We wanted to create the most dippable chip on the market, while staying true to Eat Real’s heritage of bold flavour inspired by combinations you’d find in real home cooking. The Smoky Tomato Salsa chip is a standout for me, especially with a really good guacamole.
“For Eat Real, Multiseed Tortillas are a major step forward. This is not just a new base but a completely new sub-range, with a distinctive pack design. Built around a blend of seeds and grains, it taps into growing demand for more nutritious ingredients, while bringing our real food values into everyday snacking.”
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