PIPERS CRISPS INCREASES RANGE WITH THE INTRODUCTION OF NEW PITTA CHIPS


Pipers has announced its latest innovation in savoury snacking – Pitta Chips – exclusive to the on-trade channel. Available in two mouth-watering flavours: Cawdor Hills Garlic & Herbs and Biggleswade Sweet Chilli & Sour Cream, the range utilises garlic from family run farms in Scotland and ripe chilli peppers grown in Bedfordshire.

The line-up looks to satisfy growing demand for premium snacking options, with the segment seeing growth of +3.9% over the past year[1]. The launch is the latest in a series of successful launches for Pipers, which have contributed +24% to total brand growth in the on-trade[2].

Katy Hamblin, marketing manager at Pipers, said: “The hospitality industry has had its toughest trading period to date, but one thing that has remained constant is consumers’ desire for high-quality snacks[3]. The category is now worth £44m a year in managed pubs alone[4]. Couple this with the fact that premium snacks are driving +20% cash for operators[5], it is the perfect time to take advantage of our new Pipers Pitta Chips.

“With two delicious flavours on offer, our Pitta Chips will not only deliver the great taste that consumers expect of Pipers, but also bring an added twist to the premium snacking category.”

With Pipers already standing proudly as the number one Premium Crisp brand in on-trade[6] – with brand awareness at 40% and growing[7] – brand owner, PepsiCo, is confident the new launch will be a hit with premium crisp loving pundits up and down the country.

Seasoned with uncompromising ingredients, Pipers Cawdor Hills Garlic & Herb Pitta Chips features garlic that has been locally grown by the Allingham family since 1999; while the Biggleswade Sweet Chilli & Sour Cream variety is produced from ripe chilli peppers grown by the Genovese family of Bedfordshire, chosen for their depth of flavour.

Piper’s Pitta Chips will be available from 9th August 2021, rolling out in a 27g Pillow Bag format for an RRP of £1.10. Initially available in a 24 x27g case, the launch will be supported by a wide-ranging marketing campaign, which includes outlet support, sampling, sales promotions and online activations.


[1] CGA managed Pub data 2020

[2] WSV through Salesout date

[3] CGA managed Pub data 2020

[4] CGA managed Pub data 2020

[5] CGA managed Pub data 2020

[6] CGA managed Pub data 2020

[7] Populus 2020 brand awareness pull

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