Seabrook Crisps now worth £65million as brand growth continues to accelerate


Seabrook Crisps has gone from strength to strength, growing faster than the overall crisps category at +25.8% YOY (Total Crisps, Snacks, Nuts and Popcorn +11.3% YOY)*. The much-loved Bradford-based brand, now worth £65million, has also enjoyed growth of +31.7% over the last four weeks and +29.4% over the last 12 weeks*.

In what has been a challenging year for many, Seabrook Crisps is attracting more new shoppers than any other brand in the crisps, snacks, nuts and popcorn category. Manufactured by Calbee UK, Seabrook is now the largest crinkle cut brand in the market and the second largest multipack crisp brand with 50 million packs sold in the last year. Seabrook’s 6x25g multipack performs well versus its peers, with a brand value of £53million* and penetration rate of 24%*

Earlier this year, the brand returned to TV advertising for the first time in almost 15 years. The national “Brilliant by the Bagful” campaign launched in March and went on to win gold at the Drum Roses Awards in May for Best Art Direction. Described by the judges as showing “great attention to detail, with stylish, fun and well-thought-out art direction”, Seabrook Crisps beat out tough competition from other nominees including BBC Sport, James Jones & Sons and Church End Brewery.

In November last year, Calbee UK introduced its first branded snacking product under the Seabrook brand with the launch of Loaded Fries. The range was created to bring a modern, on-trend twist to everyday snacks, bringing excitement to the category with bold and tasty flavours.

Seabrook, which celebrated its 75th anniversary in 2020, achieved its biggest ever reach over social media throughout April and May this year at 3.2million. The brand also collaborated with Northern Monk in April to launch limited edition Seabrook flavoured beer which sold out within 24 hours online.

Jon Wood, Commercial Director at Calbee UK, said: “It has been an excellent year for the Seabrook brand and is a testament to the continued hard work of the team that we’ve been able to experience such high growth during the global COVID-19 pandemic, a testing time for us all. The figures speak for themselves with a brand value of £65million which we hope will continue to accelerate throughout 2021.

“Our Brilliant by the Bagful TV advert has been a particular highlight of 2021 so far, winning first place at the Drum Roses Awards. We’re also proud to have achieved such impressive performance statistics across our social media accounts. We hope to continue to see amazing results throughout the rest of this year and have extremely high hopes for the brand.”

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