Magazine article Marketing

Branding: Real Crisps in Overhaul Ahead of UK Expansion

Magazine article Marketing

Branding: Real Crisps in Overhaul Ahead of UK Expansion

Article excerpt

Real Crisps, the premium Welsh crisp brand sold in Starbucks, has revamped its packaging for the first time as it prepares to expand its distribution across the UK.

The brand launched in 1997 with an image rooted in traditional cooking methods. It is sold in branches of Tesco, Asda and Sainsbury's in Wales, and in Starbucks nationwide.

From next year the brand will be available in at least one major supermarket chain in England. The tie-up has prompted it to introduce foil packaging, primary colours and an image of the product on-pack.

The company hopes to make the brand more widely known before extending distribution to supermarkets outside Wales. The product will also be distributed in Moto motorway services, Compass airport outlets and the Holiday Inn chain.

Real Crisps founder and sales and marketing director John Mudd said that the old packaging - which featured a man cooking potatoes - made Real Crisps look dated. …

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