Posted: 06/09/2016

Wait is over for Pipers latest crisp flavour

Pipers Crisps Wild Thyme and Rosemary
Pipers Crisps Atlas Mountains Wild Thyme & Rosemary

Renowned for its painstaking approach to NPD, Pipers Crisps is launching a new flavour for the first time in almost four years.

Available in both 40g and 150g bags, Atlas Mountains Wild Thyme & Rosemary is described by the producer as a “grown up” flavour but it is also being pitched as ideal for daytime eating and accompanying other food-to-go items.

Pipers founder Alex Albone told FFD that the new flavour was just as potent as the company’s other varieties.

“It’s not subtle. It tastes of exactly what it says it does,” he said, adding that the crisps should also tap into the rising popularity of Mediterranean foods and sit well alongside a gin & tonic.

Always resolute in his stance on not selling to the multiples or developing seasonal flavours, Albone said that he and his development team had been looking for something to launch with “an extra dimension” for some time.

“We’re often saying ‘No it’s not right, because it doesn’t do what it says on the pack’”, he said. “That’s why we’ve shied away from new flavours.

“We’ll only consider a new line if it tastes great, has a strong provenance, is relevant to current eating trends and complements our existing range.”

When asked if he was planning to launch another flavour in the near future, Albone said: “Never say never but it’s unlikely.”

The herbs used in this latest product are all sourced from a part of the Atlas Mountains in Morocco where the wild herbs are picked sustainably by hand.

Albone told FFD that Pipers’ sales are split fairly evenly between retail and foodservice, with the recent launch of 600g tubs of the Anglesey Sea Salt flavour performing above expectations.

He added that exports now accounted for 10% of overall sales but given the EU referendum’s effect on exchange rates, he could seek more business overseas.

The full Pipers range comprises Kirkby Malham Chorizo, Lye Cross Cheddar & Onion; Burrow Hill Cider Vinegar & Sea Salt, Karnataka Black Pepper & Sea Salt, Anglesey Sea Salt, Wissington Spicy Tomato and Biggleswade Sweet Chilli.


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