Snacks focus: Crunch time

It wouldn't take a betting man to have wagered that Walkers wouldn't let the new breed of upmarket crisps have things all their own way for long.

In the face of the growing success of brand leader Kettle Chips - sales up 22.3 per cent year-on-year across 2008, according to Nielsen data - last month saw the launch of Red Sky Potato Chips, a four-flavour range designed to take a share for Walkers of the premium, natural snack market - where Kettle, as well as the likes of Real Crisps and Tyrrells, have been making the running.

Made using 100 per cent natural ingredients, Red Sky makes a strong appeal to consumer interest in real food flavours and environmental issues. Much of the paper packaging is sourced from sustainably managed forests accredited by the Forest Stewardship Council, and every 150g bag sold sees 10 square feet of rainforest protected.

The flavours are West Country bacon & cream cheese and Anglesey sea salt, both available in 150g and 40g packs, with sour cream & green herbs and roasted red peppers & lime in 150g bags only.

For pubs, there is a full range of point-of-sale material, including a new premium back-bar display, classic beermats and posters.

"The investment we are putting behind Red Sky is a further statement of our commitment to driving differentiation in the category and increasing sales for publicans," says Phil Childs, customer business manager for Walkers.

"Pub-goers are looking for high quality snacking products like Red Sky and we are confident that this new product will be hugely appealing to them and be the perfect accompaniment to a drink."

Walkers has also updated its existing premium brand, Sensations, which it believes typically appeals to a younger demographic than Red Sky. The brand is sporting a new pack design in striking black, and two new authentic flavours - buffalo mozzarella & herbs, and southern style barbecue.

This focus on a premium range and authentic flavours is also behind the relaunch by UB of the Phileas Fogg range. The long-neglected snacks brand has had a complete packaging redesign and is being backed by a national TV advertising campaign throughout 2009.

The emphasis is on authenticity and flavours from around the world, with crisp flavours including Mexican sweet chilli, sea salt & Indonesian black peppercorn and Irish cheddar & onion chutney.

Affordable indulgence

If it seems unusual that there is so much activity around premium products in a market where consumers are strapped for cash, one suggestion sometimes mooted is that a premium snack offers a little 'affordable indulgence'.

Richard Thompson, brand manager at vegetable crisp producer Glennans, believes that "premium snacking is surviving because people are cutting back on everyday items and not necessarily indulgent snacks".

Predicting that this indulgent approach will influence pub menus this summer, Glennans' development chef has created some dishes that are aimed at summer snacking, including crab and vegetable crisp salad (pictured, far right), prawn salad with vegetable crisps, and also spiced pea soup with vegetable crisp croutons.

Thompson says: "The colour, texture and flavour that vegetable crisps offer a dish make them a fantastic addition to any meal or cuisine.

"For example our chef was able to crush the product down to use as a topping for a mousaka, which opens up even more possibilities." A strong snacks range is a must-have

Even for pubs with a solid food offer, a good snacks range is important too. "Snacking now accounts for 28 per cent of all food consumption in the UK," says Sally Sturley, product knowledge manager at Brakes.

"As customers have less disposable income and can be time-poor, having a light bar menu alongside a full food offering is a good way of generating extra income from impulse purchases made by drinks-only customers".

Sturley points out that snacks are an effective money spinner, require little skill for preparation or serving and increase a pub's opportunities to serve food throughout the day.

"Make sure you cater for those having a quick pint after work or for groups of friends out socialising. Snacks should be fun and informal, so ensure you have products customers can share while they enjoy their night out or that will tide them over until they have dinner."

Brakes offers tortilla chips in plain and chilli flavours, which are ideal for sharing and can be served with a range of dips,

With more families visiting pubs, the company also has a range of fruit and nut bags which make a great snacking option. They are available in totally apricots, jumbo raisins & sultanas and peanuts & raisins varieties, as well as the more exotic tropical mix, intense berry mix and fruit & toasted seed mix.