The total Salty Snacks category in independent and symbol stores is now worth £631.6m and growing at +18.0% (NielsenIQ), presenting evidence to show that snacking remains a huge part of day-to-day UK life. Within this, Crisps, Snacks and Nuts accounts for 94.1% value sales of Total Savoury Snacks (NielsenIQ), creating a significant opportunity for wholesalers to grow their savoury snacking sales.
“PMPs continue to offer wholesalers a strong opportunity to help retailers grow sales with different shopper missions as this format is key to category growth this year,” comments Nic Storey, Senior Sales Director, Impulse & Field Sales at PepsiCo. “This is because shoppers are still looking for accessible price points, so PMPs will continue to be at the forefront of crisp and snack sales in 2024. Additionally, within the Savoury Snacks Category, Sharing PMPs remain the number one contributor to crisps and snacks growth in value, compared with other segments (NielsenIQ). Additionally, the format reassures consumers of value and helps retailers to offer an accessible price point that builds trust.”
Given the strength of PMPs in delivering growth for wholesalers and the Savoury Snacks Category over the last year, PepsiCo has continued to invest in the PMP format through NPD and line extensions across the nation’s most loved crisp brands. Launches like Walkers Prawn Cocktail PMP – the third bestselling Walkers single flavour (NielsenIQ) – or Wotsits Giants PMPs continue to be popular with shoppers, as they look for their favourite flavours.
Within the Independent and Symbols channel in particular, 10 out of the top 15 Sharing PMP Snack SKUs include Doritos, Quavers, Cheetos Twisted, Walkers and Monster Munch, which demonstrates just how important these SKUs are for retailers (NielsenIQ). PepsiCo’s best-selling snacking brands are all available in the sharing PMP format.
“To maximise this growth opportunity, we recommend that wholesalers stock a variety of Walkers brands in PMP format to cater to multiple snacking occasions with well-loved brands that deliver on taste and enjoyment,” adds Storey.
“Sharing formats are now the largest segment within the Salty Snacks Category, making up 69.4% of it (NielsenIQ). Wholesalers should leverage this by stocking a variety of formats which will help cater to retailers looking to fulfil different need states and therefore help drive sales.”
A key occasion that consumers tend to purchase sharing formats for is Big Nights In. The Big Night In occasion remains as popular as ever as shoppers look to save money while still enjoying time with family and friends. In fact, 45% of shoppers say they find happiness in small, happy moments with friends and family (Kokoro). As consumers come together to connect and socialise, many look for larger pack sizes of their favourite savoury snacks that they can enjoy together.
Walkers crisps and snacks are well placed to help wholesalers cater to retailers who are looking to tap into snacking occasions like Big Nights In and offer a wide range of savoury snacking options and formats to complete the customer experience. Within the portfolio, sharing packs across the core Doritos range (+1.4%), Sensations (+2.2%), and Walkers crisps (+10.0%) have been performing strongly (NielsenIQ), so there is an opportunity here for wholesalers to tap into the popularity of these brands and drive sales, in particular for those retailers looking for a sharing format.
Matt Collins, Sales Director at KP Snacks, comments: “CSN is a strong and resilient category with huge scale, worth over £5.23bn and growing in value +6.2% (NielsenIQ).
“In difficult financial times, the CSN category prospers as shoppers look for affordable tasty treats, representing a critical opportunity for retailers to grow footfall and sales. Treat occasions are growing in C&I, currently making up 10.2% of the top missions (Lumina).”
Consumers will continue to shop more locally, turning to convenience and independent stores more often as they look to save on fuel, manage budgets and spend more evenings at home. With one in five baskets in C&I including a CSN product (Lumina) and the Bagged Snacks segment growing ahead of Total Grocery at +16.4% vs +7.2% (Kantar), retailers can rely on the category to drive sales.
Launched last year, KP’s ‘25 to Thrive’ ranging advice helps retailers capitalise on the thriving Bagged Snacks category. Providing a core recommendation of CSNP SKUs to stock from multiple suppliers, the impartial category-wide advice was crafted using the latest, in-depth category insights to ensure an optimised fixture.
“At KP Snacks we are committed to bringing innovation to the category with our NPD strategy, anchored in insight and delivered in a range of formats to bolster retailer sales,” adds Collins. “Shoppers are always looking for new and differentiated products and retailers can capitalise on this by stocking a strong core range with a complementary offering of NPD, creating variety and engaging shoppers.”
Earlier this year, KP launched two new flavours in the McCoy’s Epic Eats sub-range: Grilled Cheese and Flamin’ Fajita. Available in the popular £1.25 PMP format, the two new flavours are inspired by the iconic diners and food stands associated with American road trips. The new SKUs also feature an exciting on-pack promotion offering shoppers the chance to win an epic adventure, with five American road trips to be won. Last year, KP launched popchips Hot & Spicy. popchips is a beacon brand in Healthier Snacking and the new launch taps into the growing trend of spicy flavours to tempt shoppers and boost sales for retailers.
PMP formats have seen significant growth in recent years and will stay increasingly relevant as the cost of living remains high. PMPs offer consumers great value for money, with clear pricing reassuring shoppers that they’re getting a good deal. Worth over £350.3m (Nielsen), the PMP format is popular within CSN, with 57% of impulse shoppers buying PMPs (Lumina).
KP Snacks is growing ahead of the PMP category at +7.1% (NielsenIQ) with an extensive PMP portfolio, offering a range of tasty snacks at a variety of prices to suit all budgets and occasions. Smaller format PMPs include the UK’s number one best value brand, Space Raiders, in a 40p PMP, alongside classic heritage brands like Discos, Skips and Wheat Crunchies at 50p, and family favourites including Hula Hoops core range and Pom Bear at 65p.
Meanwhile, KP also produces four of the top five large PMP SKUs, with Hula Hoops Big Hoops BBQ Beef (the best-selling PMP on the market, NielsenIQ), McCoy’s Flame Grilled Steak, Nik Naks Nice ‘N’ Spicy and Nik Naks Rib ‘N’ Saucy are all available as £1.25 PMPs.
Last year, KP expanded its market-leading PMP range with the launch of two new SKUs: KP Mini Chips Salt & Vinegar £1.25 PMP and KP Mini Chips Beef £1.25 PMP. Combining the popular format and classic KP Mini Chips brand, the launch has created a sense of nostalgia and excitement for shoppers.
Pringles is continuing to support leading men’s health charity Movember for a fifth consecutive year.
Following the success of last year’s ‘Scan My Mo to Help a Bro’ campaign, Mr P’s iconic moustache has once again been transformed into a QR code.
When scanned, the moustache will take people to Movember’s Conversations tool, where people can access resources and information to conduct meaningful discussions around mental health and wellbeing.
The Movember tube design, which can be found on Salt & Vinegar and Texas BBQ 185g flavours, is available in all major retailers until mid-November.
Pringles and Movember have teamed up each year since 2020 to showcase the power of connecting with friends, by encouraging people to get together, share and talk when they need help. To date, the partnership has raised over £1 million in Europe, which has gone towards funding Movember’s vital mental health work, including the innovative Movember Conversations programme and Spot the Signs.
Pringles and Movember also launched the Scan & Scran Café in London, a traditional British caff pop-up designed to help the nation have tricky conversations about mental health and wellbeing. This came as new research from Pringles shows that almost half of British men (47%) don’t know how to ask someone if they’re okay and 71% admit they could be better informed on how to talk to someone struggling with their mental health.
Seanáin Mcguigan, Pringles Brand Manager for UK&I, said: “Our collaboration with Movember aims to tackle the stigma surrounding mental health and wellbeing in a fun and accessible way. So, we’re excited to see our limited-edition Movember tubes hitting shelves once again and giving shoppers access to these valuable resources and tools by scanning Mr P’s moustache. We were thrilled by the positive impact of last year’s campaign, which drove over 127,000 scans to the Movember Conversations tool, and hope to encourage even more scans this year.”
Andy Brown, Director, Envis, comments: “Outside of core lines we are seeing incremental sales growth from bolder flavours, like WOW Jalapeno and Cream Cheese, and lines that are a little different, such as Curly Classic, which both, along with all of our Lorenz lines, taste amazing and have long shelf life to reduce potential wastage.”
Sharing bags continue to be the driver of sales within the category. Envis offers both smaller 75g sharing bags with an RSP of £1.25 along with large 130/140g sharing bags with higher RSP to allow retailers to maximise cash margin. The brand has brought out two exiting new big bags this year in Hot & Spicy and Sour Cream to help drive sales in this area.
“In terms of category wide advice, I stick to the basic principles of making sure that there is a good mix in the range of core best sellers along with lines that add incremental sales and above all maintain good stock rotation and availability which is also a key thing for us in terms of our service to wholesalers,” adds Brown.
Mark Taylor, MD at Filbert’s Fine Foods comments: “The move-towards-snacking trend, as well as the overall move by consumers from a standard three meals a day to a more frequent snacking diet, has seen the crisps, snacks and nuts category grow by +9.2% in recent times, with healthier snacks such as nuts and seeds leading that trend. To put that into perspective, Nielsen IQ quoted that the Crisps, Nuts and Snacks category sales account for 96.7% of total savoury snacks sales annually, with a value of over £637m, which in these uncertain economic times presents a great opportunity for wholesalers to expand their snack offerings.”
New product development is the driver for sustained growth. Producing new and innovative products gives customers an ever-changing range of Mr Filbert’s products to choose from. New Asian Savours Mochi Rice Bites are a perfect example of how popular a new snack range can become, as Filbert’s are first to market with this product, sales are beyond expectation.
Other key drivers result from the public’s growing interest in learning about a manufacturer’s environmental integrity and responsible sourcing. Environmental awareness and subsequent accreditations are playing a big part in business development in the snacking industry. Mr Filbert’s is proudly now a B-Corp certified brand, the result of which is new business from companies who have these same environmental drivers as part of their buying considerations.
Taste, nutritional health benefits and premium quality is what Filbert’s customers tell the brand they are seeking, with the trend of ‘nights-in’ decreasing in popularity. The brand’s own market research reveals the trend is for an evening out.
There has been a significant rise in popularity of Asian cuisine in the UK snack market: consumers are seeking out snacks that feature authentic and tasty Asian-flavours, a growth fuelled by the compatibility of Asian cuisine with the growing healthy-eating trend.
There is also a noticeable move from fried and bulk-produced foods towards healthy plant-based snacks such as nuts and olives. The free-from market is flourishing at present, largely due to the popularity of these products caused by consumer preferences moving towards vegan diets including plant-based snacks.
French Rosemary Almonds are a long-standing best-seller, and consistently attracts multiple awards every year, as doe Salt & Pepper Cashews and Somerset Applewood Smoked Mixed Nuts.
Traditional Greek Mixed Olive recipes in both 50g and 30g are a firm favourite, as is British Beef Biltong recipes and newly launched Iberian triple-cooked Pork Crackling, and since their launch in summer 2023, Sweet Chilli Rice Crackers have proved popular.
Due to the successful launch of the Chilli Rice Crackers, this range was expanded by creating the first to market new Asian Savours rice bites. These puffed rice bites, made with authentic Japanese sticky rice, are similar to the Chilli Rice Crackers but in three new Asian-style flavours, including Japanese Teriyaki and Thai Tom Yum.
The recently launched Popped Pork Crackling, triple-cooked pork loin rind from responsibly-sourced Iberian pork, is available in Iberico Ham and Mexican-style Chilli & Lime. A Crispy Coated Peanut range with a special Mr Filbert’s twist is coming soon.
Stephen Boyd, Business Account Manager, Calbee UK, comments: “Shoppers have four main priorities when they stock up on crisps and snacks – they want to enjoy food now, top-up on their weekly shop, treat themselves or cater for the big night in.”
For food for now, important formats are mini, single and grab bags. Multipacks are must stocks for the top-up and treat yourself shop, and sharing bags cater for treat yourself and the big night in.
Purchasing crisps and savoury snacks within the convenience channel is predominantly impulse-led, this means that single portion packs and grab bags are top-selling formats.
For those retailers evolving to offer store deliveries through Uber Eats or Deliveroo, other formats will also become more prevalent.
“Wholesalers should think hot, hot, hot! Hot and spicy flavours are on trend and should be part of the product portfolio on offer to convenience retailers,” adds Boyd.
“Shoppers love bold flavours and there is definitely a trend for spicy notes. Seabrook has seen this through its limited edition Fire Eaters crisps, which are fiercely hot, and tempting shoppers that are seeking a spicier snack.
“That said, it is important to remember that well established flavours never fade from popularity, especially those that are much-loved family favourites. As an example, Sea Salted flavour still outperforms all other flavours within the Seabrook portfolio.”
‘Champion’ products that prove popular in addressing the needs of the retailer and consumer within wholesale and larger convenience stores is Seabrook Crinkle Cut Crisps Variety 5pk PMP £1.50.
This best seller provides community based convenience stores with a product that caters for the impulse purchase; for the shopper it provides reliable value, offers a mix of flavours and the reassurance of the price mark flash.
Fire Eaters, the fiercely spicy snacks from Seabrook Crisps are now available in a 65g bag with a price mark of £1.25.
Part of Seabrook’s Loaded sharing range, Fire Eaters are thick, tasty, ridge cut crisps that are available in two variants – Smokehouse Cayenne and Trinidad Scorpion Chilli flavours.
Seabrook, the much-loved UK crisp brand bought by a third of UK households, joined Calbee group in 2018.
Seabrook is the number one crinkle cut crisp brand, the number two crisp brand and the fourth biggest brand in the CSP category by volume (Kantar).
Seabrook’s success stems from delivering great taste at an affordable price, which resonates with consumers who are continuing to make switches to save money.
While affordability is still leading shoppers to change buying behaviour to stay within budget, their needs haven’t changed; everyday family favourites, particularly in multipacks, as well as added value, such as on-pack promotions, still resonate.
2024 marked Seabrook’s largest marketing spend and TV campaign to date and has seen on pack promotions and primetime ITV sponsorship as a key feature.
Seabrook also returned to TV with ‘Brilliant by the Bagful’ creative; its advert and sponsorship creative celebrate the brand’s down to earth values and the public’s favourite Seabrook crisps and snacks.
“Wholesalers can maximise their Crisps, Snacks and Popcorn (CSP) sales by stocking the right ranges – those products that enable retailer customers to meet the different missions that shoppers have in mind when entering stores,” says Boyd.
“Adapting the range to provide retailers with both single serve or grab bag formats for shoppers buying ‘to go’, as well as snacks to be consumed in home or carried out as part of a lunchbox, enables wholesalers to maximise their sales, helping retailers meet a wider range of shopper needs.”
Shaun Whelan, Jack Link’s Convenience/Wholesale and OOH Controller, comments: “Healthier snacking and protein has become mainstream with nearly one in three UK households buying ready to eat meat snacks. More shoppers are searching out high protein, tasty meat snacks as healthier alternatives to traditional crisps and confectionery.”
Many shoppers see meat protein snacks as the best source of protein to give them energy for the whole day, which makes Jack Link’s a good alternative to traditional crisps.
The opportunity to unlock additional sales is huge. The jerky and biltong meat category has nearly doubled in value over the last five years and has the headroom to double again as still less than one in ten households buy it. High protein meat snacks is a high growth opportunity convenience retailers cannot afford to miss.
The strong category growth has been led by the clear category leader Jack Link’s which has more than tripled retail sales value over the last five years and the increase in sales and volume is making Jack Link’s an excellent alternative snacking option to traditional crisps and nuts.
Jack Link’s has recently undergone a packaging re-design to meet the key drivers for meat snacks. The new packaging redesigns are modern, promote the high-quality aspect of the product and reflect category trends in craftmanship and functional nutrition benefits.
The jerky and biltong meat snacks category is growing in popularity as we see more and more shoppers search out high protein, tasty convenient snacks that are seen to be healthier alternatives to traditional snacks. The opportunity to meet shopper demand and unlock additional sales is huge.
“Merchandising with other bagged snacks, crisps and nuts is fundamental, as ambient protein meat snacks offer a healthier alternative snack for shoppers, who have become more health conscious and are seeking out a high protein, low calorie brand that tastes great,” adds Whelan.
“Dual merchandising of Jack Link’s is key to ensure shoppers can easily find their favourite brand on the main fixture. When merchandised alongside crisps, nuts and bagged snacks, Jack Link’s Beef Jerky offers customers a healthier option, encouraging them to trade-up. We also have clip strips available to prompt unplanned incremental purchases.”
Protein has become mainstream with nearly one in three UK households buying ready to eat meat snacks from brands they trust. More shoppers are searching out high protein, tasty meat snacks as healthier alternatives to traditional crisps and confectionery.
As more shoppers search out high protein, healthier, tasty convenient snacks, the opportunity to meet shopper demand and unlock additional sales is huge. Jack Link’s is a high protein, high growth, high retailer profit opportunity.
Shoppers will continue to look for value for money, but they will always place their trust in well-known brands as they know they deliver on quality. It is important to get the product portfolio right on shelf when looking to satisfy shoppers differing needs in taste, texture, quality and price.
Tash Jones, Commercial Director, Fairfields Farm, comments: “The crisps category is thriving, despite remaining consumer uncertainty.
“We believe category growth has a number of drivers. On a consumer level, there is an increase in “night-in” occasions, where shoppers seek indulgent snacks to enjoy while relaxing in front of the television with friends and family. This is in itself driven by low UK consumer confidence, meaning that bigger ticket luxuries and items are put on hold and smaller luxuries embraced. Another growth driver can be seen in the return to in-office working patterns after the pandemic, with contract catering and casual out-of-home channels starting to see the benefits of this. This is an area where our Fairfields Farm brand really thrives.”
Demand for sharing packs has definitely increased, especially around key occasions like Christmas when people are hosting, and attending, festive gatherings and during the summer months, when people are enjoying picnics and hosting BBQs. During these times, consumers are more inclined to indulge in premium products and are more willing to purchase sharing packs. Channels that historically over-indexed on single bags – such as forecourts and convenience – are embracing more and more sharing bags with a general improved focus on retail offerings beyond immediate consumption.
There is a growing demand for sweet and spicy combinations, along with a resurgence of “swavoury” (sweet and savoury) and nostalgic flavours.
Fairfields Farm’s three best-sellers are Cheese & Onion, Lightly Sea Salted, and Salt & Aspall Vinegar. However, with the growing trend in sweet and spicy combinations, we’ve also seen a rise in popularity for our Sweet Chilli flavour. Meat-led flavours are having a bit of a resurgence, and Fairfields Farm’s Roast Rib of Beef flavour has had an upgrade, now delivering a bigger punch for those looking for a flavour fix.
Fairfields tapped into the nostalgia trend and introduced Prawn Cocktail flavour in May, which has been a huge success with customers. Back by very popular demand, limited edition Maple Glazed Ham flavour returns this year, too. It’s available in 150g sharing and not too late for wholesalers to stock up.
The brand has continued to see growth in crisp sales year after year, indicating strong ongoing demand. It finished its recent financial year with a huge 51% increase in sales of the Fairfields Farm brand, driven in large part by continued success in wholesale channels.
“We always advise to never be afraid to try new things and explore new flavours,” adds Jones. “However, it’s important not to neglect the demand for classics like Lightly Sea Salted, which continues to lead the way in the crisps category—a trend we don’t expect to change anytime soon.”
Jamie McCloskey, co-founder LOVE CORN, comments: “The crisps, snacks, and nuts category is experiencing significant growth, driven by evolving consumer behaviour and changing trends. With a particular rise in demand for healthier snacks that offer added value and functional benefits, consumers are becoming more informed about the foods they consume therefore it is essential for wholesalers to adapt and place greater importance on their healthy snacking options.”
Furthermore, convenience and indulgence have become key drivers in this category, with busy lifestyles promoting consumers to look for easy, on-the-go snack options. When consumers reach for a snack, indulgence is nearly always a factor in their choice and as a result we have seen the snacking category expand beyond traditional times.
“As we lean into the wintery months, the festive spirit begins to shift to the forefront of shoppers’ minds and by the time November comes round the countdown to Christmas is in full swing,” adds McCloskey. “During this period consumers begin to prepare ahead by stocking up on crisps, snacks and nuts. At LOVE CORN, the Christmas season offers a natural uplift in sales, as we aim to ensure our products are well-positioned to meet the needs of consumers during this peak buying period. This means highlighting our flavourful offerings as the perfect addition to holiday gatherings, parties, and family celebrations.”
Consumers are increasingly seeking healthier options, such as low-salt, low-sugar, gluten-free and plant-based snacks. LOVE CORN taps into this trend with its roasted corn snacks, offering consumers a healthier alternative to traditional crisps, with a mission to still provide a tasty crunch without compromising on health.
Bold and unique flavours are key to attracting consumers, with exotic and spicy flavours becoming more common. Consumers are looking for new experiences through taste, and brands which experiment with flavours are seeing an uptick in sales. With an extended range of flavours, including Sea Salt & Vinegar, Smoky BBQ, or Hot & Spicy, LOVE CORN offers a range of flavours to suit everyone’s discerning taste buds. Made from simple ingredients, the brand’s aim is to offer a unique snacking experience as the best alternative to nuts and crisps. Its snacks are allergen-free and contain over 50% less fat than crisps, making them a delicious, better-for-you option for the whole family.
The demand for portable, convenient snack options has continued to grow, particularly as consumers resume their busy lives. Individually wrapped, resealable packs, and sharing bags cater to this need for flexibility. Snacking needs to be able to fit a range of dynamic consumption occasions, which is why the brand has seen an upward trajectory in the market and consumers are incorporating more snacks into their diets.
Barnaby MacAdam, Development Chef, Santa Maria Foodservice (Paulig Pro), comments: “The crisps, snacks, and nuts category is performing strongly, with continued volume growth despite the UK’s cost-of-living crisis. Currently valued at over £4.3 billion and growing at a rate of 9.2% (NielsenIQ), this resilient category is expected to see UK retail sales surpass £7 billion by 2028.”
Consumers are increasingly willing to pay more for snacks that deliver a premium experience. Artisanal crisps, snacks made with unique ingredients, and gourmet nuts are gaining popularity as people seek out higher-quality, more flavourful options. This trend is driven by a desire for snacks that elevate social and dining occasions, such as those that pair well with drinks.
Furthermore, consumers’ interest in global cuisines is growing, with diverse flavours from regions like Southeast Asia, Latin America, and the Mediterranean gaining popularity. This demand for new and exciting dining experiences is pushing brands to innovate and offer more adventurous options within the category. Therefore, wholesalers who stock ingredients and products inspired by international flavours will be better positioned to attract a broader consumer base. Santa Maria Snack Bases assists operators in implementing this desire for global flavours, with a variety of seasonings that can be used to add flavour to snack bases. The seasonings range from Kerala curry to Steakhouse BBQ.
Convenience is also a key factor in the category’s growth. With increasingly busy lifestyles, there is a rising demand for snacks that are easy to grab and go. Portion-controlled, portable options such as single-serve packs, resealable pouches, and snack bars are becoming more popular as consumers seek snacks that fit seamlessly into their daily routines.
Available in three formats – Lentil Waves, Corn Cones, and Crispy Rings – Santa Maria Snack Bases can be totally customised by the operator by adding various savoury or sweet seasonings. All Snack Bases are suitable for a vegan diet, with two of the three products gluten-free. Delivered as pellets that expand up to five times when cooked, they are easy to transport, store, and have a two-year shelf life, requiring no refrigeration.
Wholesalers should be aware of several emerging consumer trends. According to Bidfood’s 2024 Trends, 77% of consumers are value-led, seeking affordable options like bar snacks which they can enjoy as a treat while dining out. However, value for money extends beyond just price. It also includes flavour and quality. Consumers expect a memorable dining experience, even with snacks. To stand out, it’s important to offer items that differentiate from standard fare, as consumers want their outings to feel worthwhile. Innovation is driving demand for standout products that deliver on quality and flavour. There are the classic flavours that consumers know and love, but there is also demand for more gourmet offerings.
“To maximise sales, wholesalers need to offer products that address the challenges of rising business costs, staff shortages, and the cost-of-living pressures facing the hospitality sector. Santa Maria’s Snack Bases provide an easy-to-implement solution. They are customisable and ready to serve in under a minute, making them an attractive additional revenue stream for busy time-poor kitchens. Their versatility allows operators to create fresh, made-to-order snacks that can be personalised with spices, sauces, and toppings, catering to the growing trend for DIY snacks,” adds MacAdam.
“Consumer demand for snacks that elevate social and dining occasions, such as those that pair well with drinks, is a real commercial opportunity for operators. If operators can pair flavoured snacks with the right drinks and dipping sauces to create amazing flavour combinations, they will enhance the customer experience, boost drink sales and increase the average bill. Santa Maria Snack Bases was designed with this in mind. Take a look at our drink and snack pairings here, such as a lager with corn cones with BBQ seasoning, the perfect combination.”
Newby Groves, The Mad Butcher Managing Director, Sigma UK and Ireland, comments: “The Mad Butcher is a new gourmet meat snacking brand from Europe’s largest producer of charcuterie, Sigma Alimentos. Currently listed in over 150 on trade locations via wholesalers including Wellocks and Nibblers, The Mad Butcher has also recently expanded its reach into grocery, securing a new retail listing with Ocado for its 70g prepacked snacks.”
The brand offers two formats for the wholesale channel. Its premium, traditionally produced salami stick products are smoked over beech wood, dried and cured, to give a rich, smoky flavour. The salami sticks are available in two SKUs, Chilli Pork Snacks and Classic Pork Salami Snacks, in a convenient, 70g prepack format, perfect for grab and go occasions.
The Mad Butcher also offers three SKUs of 500g meat snacks, which are air dried to traditional French methods. Classic Pork Salami Sticks, Chorizo Bites and Salami Bites are perfect for bars, pubs and restaurants, as a bar snack or for adding to a charcuterie board.
All products draw on traditional production techniques that stay true to the company’s European heritage and are instrumental in the products’ rich, moreish flavour.
Sales of crisps, nuts and snacks are growing across all channels, and there’s a huge opportunity for meat snacking as a sub-category. The meat snacking category has grown 38% since 2020 (IRI and Kantar) and Sigma plans to tap into this trend to grow The Mad Butcher business within the retail and wholesale markets. The main players in the space have solid, core offerings, but don’t have the breadth and depth of appeal to bring in new users to the category. A new entrant, made in the traditional way, can do that, and that’s where The Mad Butcher comes in. The growing popularity of at-home charcuterie boards has fuelled curiosity towards the category and opened British consumers to a wider range of cured meat products.
“Out of the home, pub snacking is becoming much more of an experience and the drinking occasion can be further enhanced by the snacks on offer, especially those which support a sharing experience such as charcuterie,” adds Groves. “UK consumers’ tastes are becoming more sophisticated when it comes to seeking a snack to enjoy with a drink in a pub or a bar. This trade up is a huge growth opportunity for the on-trade. We’re seeing products such as premium pork scratchings and olives become regular bar snacks, and The Mad Butcher perfectly fits into this space as a tasty, more premium, protein rich and carb-free choice.”
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