Red Sky crisps, which are 100% natural and come in 40g and 150g sharing bags, have been designed to appeal to older, more affluent customers.
The crisps are cooked in a unique way to produce a fresher-tasting product that's less greasy than other hand cooked varieties.
Flavours include West Country bacon & cream cheese, Anglesey sea salt, sour cream & green herbs, and roasted red peppers & lime.
Red Sky's paper packaging is also unique, with as much as possible sourced from forests accredited by the Forest Stewardship Council.
The launch will be supported by a multimillion pound marketing package including a TV campaign, starting in early April.
rrp: 150g £1.79/ 40g 59p
tel: 0118 930 6666