18/01/21 – Products / Chips / Kettle Chips / Thai / Chilli / Sales

KETTLE Chips’ Thai Sweet Chilli over-delivers on volumes and sales targets

KETTLE Chips’ most recent seasoning – Thai Sweet Chilli – has overdelivered on volume, profit and sales since its launch in April 2020, demonstrating that it is already a firm favourite amongst consumers despite hitting shelves in the midst of a national lockdown.


KETTLE Chips launched its latest seasoning with the support of on-going PR outreach, an innovative social media campaign and creative brand partnerships with the likes of HelloFresh and the Craft Gin Club. Through partnership with the Gin Club, the UK's biggest subscription club for gin lovers, the team paired the flavour profiles found in the real food ingredients used as part of KETTLE’s delicious new seasoning with gins and cocktails from around the world, demonstrating the chips’ versatility for any special occasion. 


As a result of the launch’s success, the new product is now on track to be the fourth biggest sharing SKU in the KETTLE Chips portfolio, exceeding volume predictions by 28,000 cases. The ongoing goal to bring innovation and only the finest products to market is currently disrupting and growing the whole crisp category as a direct effect, continuing to position KETTLE as the growing leader in the market.


The perfect blend of Thai spices


KETTLE’s Thai Sweet Chilli SKU was developed by in-house Innovation Chef, Phil Hovey, at the brand’s Norfolk HQ. Using only high-quality, real food ingredients and the perfect blend of Thai spices, bringing spikes of soy, star anise, ginger and coriander to the palate, complemented by bold chilli and an underlying sweetness, the crisp offers a delicate balance of this complex mix of flavours. Early product tests also showed that consumers were 23 per cent more likely to purchase KETTLE’s Thai Sweet Chilli crisps than the next market leader.


Kizzy Beckett, Senior Brand Manager at KETTLE Chips, said: “Here at KETTLE® Chips, we are constantly looking for ways to entice and excite consumers with innovative and irresistible new product launches. Despite all the set-backs of launching whilst the nation was in a strict lockdown and facing a dramatic shift in shoppers’ behaviour, we’re thrilled to be over-delivering on our volume and sales targets for the Thai Sweet Chilli SKU, which is testament to the crisp’s incredible full-bodied flavour.” 


KETTLE Thai Sweet Chilli is widely available across all major retailers, priced at £1.99.

Latest issue – Vol 1/21
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