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‘Simply Roasted’ announces major foodservice partners

22/11/2021 – Snacks / Simply Roasted / Brakes / Crisps / UK / Foodservice

‘Simply Roasted’ announces major foodservice partners

New partnerships will see better-for-you crisp range Simply Roasted debut with Brakes, the UK’s leading wholesale foodservice supplier, and also London Heathrow’s Virgin Airlines Clubhouse.

Created in Norfolk, UK, Simply Roasted is the game-changing non-HFSS crisp range, created using a patented roasting process costing over £20 million and developed over a 10-year period. Always roasted and never fried – making it the only roasted potato crisp on the market – Simply Roasted crisps are made using a simple, whole slice of potato. Offering all the taste, crunch and satisfaction of a traditional fried crisp, the product range boasts 50-per-cent less fat, significantly less salt, and under 99 calories (per serving). 

In mid-November 2021, Simply Roasted will launch into Brakes – the UK’s leading wholesale foodservice supplier. Brakes will be the brand’s first national foodservice partner – and in turn, Simply Roasted will be Brakes first and only non-HFSS compliant crisp brand, bringing better-for-you snacking to travel, leisure, contract catering, pubs hotels, coffee shops and QSR across the market.

First national foodservice partner

“Partnering with Brakes as our first national foodservice partner is an exciting opportunity for Simply Roasted,” enthused Dan Head, Foodservice Channel Lead. 

“Brakes are well known for their wide and diverse coverage of the foodservice space, which will allow us to launch our range into more sites than ever before,” he continued. “Whether coffee shops, universities, gyms or offices, Simply Roasted is now offering the market a non-HFSS compliant potato crisp that is easily available through the Brakes network.”

“A natural fit for Clubhouse clientele”

From mid-November, Simply Roasted will also launch in London Heathrow’s Virgin Airlines Clubhouse as their UK crisp of choice. Simply Roasted’s aesthetic and on-trend flavour profiles are a natural fit for Clubhouse clientele: international travellers looking for premium snacking options without the need to compromise on flavour or nutritional value.

“Launching into the Virgin Clubhouse is a fantastic achievement for the newly built team here at Simply Roasted,” remarked Dan Head. “Virgin Clubhouse aligns with our mission and values and feels the perfect setting for us to showcase our Black Truffle SKU, which is drawing huge attention in the foodservice world.”

Moreish and on-trend flavours

Simply Roasted launches with a collection of moreish and on trend flavours including: Sea Salt, Mature Cheddar & Red Onion, Sea Salt & Cider Vinegar and Black Truffle, with an exciting extended range to follow – one that the firm said would be sure to pique any flavour hunters’ interest.

“With Simply Roasted, we are bringing consumers a new kind of crisp,” advised Ruth Fittock, Marketing Director of Simply Roasted. “For too long there has been a trade-off between health and indulgence. Our crisps bridge that gap with natural ingredients you recognise; less of the bad stuff like salt, fat and calories; but most importantly everything we do is delicious. Taste is the number one category driver. With a renewed focus on health in the wake of the pandemic and HFSS regulations coming in later this year, more than ever consumers are looking for better ways to enjoy the foods they love – we believe we are the future of snacking.”  

Simply Roasted is backed by Venture Management Specialists Pilot Lite Group, which significantly reduces the risk normally associated with a startup. This financial and commercial support means that the team can viably discuss larger-scale in-store marketing and POS support for retailers to ramp up sales activity very early in the buying process.   

Simply Roasted impulse bags are priced at £1.29, while share bags are £2.39.

Find out more at:

Latest issue – Vol 1/23
– Health & Nutrition focus
– Gulfood 2023 Special
– Next level legume – The rise of the chickpea
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