Special flavours hold limited appeal for licensees

Limited edition flavours of traditional crisp variants bring something a little bit different from the norm.

With limited space behind the bar, licensees can struggle to keep their range of snacks varied, but one proven way of injecting some excitement is by stocking a few limited edition lines, such as Walkers Great British Dinners range, thereby keeping the category fresh.

Christian Rose, director of food at the Spirit Group, says: "Limited editions are great and people should try new products and seasonal innovations, but, compared to the supermarkets, we don't have the space to devote to the category. If three or four new flavours are coming through at any given time, we have to be selective because we wouldn't knock out a salt and vinegar crisp to bring in a limited edition flavour."

Jason Danciger, purchasing director at SFI, points out that consumers are more likely to experiment in the pub than in the supermarket. He explains: "When people go out, the flavour of crisp they choose isn't going to be high up on their agenda so it's a good opportunity for us to sell new products." Danciger's argument is reinforced by Walkers' data, which claims that 37% of customers purchase different types of crisps and snacks in the pub to those they normally purchase in supermarkets.

But success with limited-edition flavours is only really guaranteed with bigger brands. As Paul Saxby, managing director at Jonathan Crisp, says: "The really big brands can get away with bringing out these products because people are aware of their core range. Limited editions from smaller brands won't mean anything to the consumer."

It is hardly surprising, then, that the big players like Walkers dominate this part of the market, dictating what the next new trend is likely to be. Sarah Barnfield, assistant purchasing manager at Mitchells & Butlers, says: "A lot of the limited edition flavours this year have been all about tradition, like the Great British Dinners range."

Despite the success of limited edition flavours, however, buyers advise licensees not to overlook traditional crisps like cheese and onion. Kettle Chips maintains that pub-goers expect a core offering that includes old favourites like lightly salted and salt and vinegar.

Suppliers like Walkers and KP advocate an ideal range should be made up of nine lines of nuts and crisps, including a few limited-edition flavours. Christine Cross, marketing manager at JD Wetherspoon, agrees: "I think 10 lines is the ideal and that includes nuts. That's what we have had for the past few years and we wouldn't increase that."