Pipers Crisps turns to Atlas Mountains for new flavour

Pipers Crisps Wild Thyme & Rosemary 40g

Pipers Crisps has added its first new flavour in nearly four years: Atlas Mountains Wild Thyme & Rosemary.

Described as a a strong, “grown-up” flavour, it has been designed to be a popular premium snack in pubs, clubs and bars, made from herbs grown in the Atlas Mountains of Morocco.

Its flavours are said to be a great match for many spirits, cocktails, soft drinks and beers, particularly for herbal gins and cask ale.

Gluten free and suitable for vegetarians and vegans, Wild Thyme & Rosemary crisps can be offered as a stand-alone snack or as an accompaniment to sandwiches, soups, pasta, salads or a ploughman’s lunch.

Pipers Crisps’ founder Alex Albone said: “We’re never in a hurry to launch new flavours and, when we do, we set ourselves very strict criteria. We don’t go in for fashionable or seasonal products. 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.

“Our new Atlas Mountains Wild Thyme & Rosemary flavour more than meets these criteria. We know that vegetarian eating is a rapidly growing trend, and that Mediterranean herb flavours are increasingly popular across Europe.

“These great-tasting crisps meet this consumer demand in a way that no other manufacturers’ crisps currently do. The uniqueness of this new flavour, together with the strong growth of premium crisps within the burgeoning snacks sector, makes it a must-have item for driving sales revenue and margin.

“As you’d expect from Pipers Crisps, the provenance of our new Atlas Mountains Wild Thyme & Rosemary flavour is exceptional. East of Casablanca, deep in the heartland of Morocco, lie the Atlas Mountains. Here, where over 100,000 acres of herbs grow, local families bid for plots where they can collect the herbs by hand.

“Each plot is sustainably harvested, with only a small amount collected per week. It’s arduous, labour-intensive work, and donkeys are used to carry the herbs off the mountains. Once sun dried, the herbs are ready to produce our great new flavour.”

It expands the Pipers Crisps range to eight flavours along with Kirkby Malham Chorizo, Lye Cross Cheddar and Onion. Burrow Hill Cider Vinegar and Sea Salt, Karnataka Black Pepper and Sea Salt, Anglesey Sea Salt, Wissington Spicy Tomato, and Biggleswade Sweet Chilli.

Pack sizes are 40g or sharing bags of 150g. Anglesey Sea Salt crisps are also available in a 600g tub for foodservice.

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