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Simply Roasted announces first London listing in Whole Foods

11/03/2022 – Retail / Wholefoods / Simply Roasted / London / UK / Crisps

Simply Roasted announces first London listing in Whole Foods

Game-changing, better-for-you crisp range Simply Roasted has this month officially launched into Whole Foods: the multinational supermarket and leading natural & organic grocery store in the UK. 

In its first London listing, Simply Roasted has launched across Whole Foods’ seven stores across the UK’s capital – bringing better-for-you snacking to consumers without compromising on taste or flavour. 

Created in Norfolk using a patented roasting process developed over a 10-year period, Simply Roasted is a game-changing crisp range that is non-HFSS (high fat, sugar and salt) compliant. 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 but with 50 per cent less fat, 25 per cent less salt and under 99 calories (per serving).

Bagging awards and listings nation-wide

News of the London listing with Wholefoods follows a series of wins for Simply Roasted, including The Grocer New Product Award 2021 for its Sea Salt crisps, The Grocer Top Launch 2021 in Bagged Snacks as well as their listing in Northern England supermarket chain Booths

On the new listing, Nat Cooper, Senior Trade Lead at Simply Roasted, said he was “ecstatic” to be launching the brand’s range into Wholefoods. “There's a clear synergy between our better-for-you potato crisps and their focus on unique food & drink innovation,” he remarked. “Working in partnership together, we're aiming to bridge the gap between traditional fried crisp brands & better-for-you potato alternatives, adding incremental value to the snacking category."

Alex Foster, Whole Foods buyer, added: “We are so excited to be launching Simply Roasted into our seven London Whole Foods Market stores. This is an exciting new brand to add to our range – and after reading about the research and work that went into creating this brand, we knew it would be a great fit for our customers, who want innovative products with high quality ingredients. Simply Roasted ticks all the boxes. A fantastic crunch, delicious flavours, and a snack that you don’t feel guilty about!”

Simply Roasted is launching 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.

Simply Roasted is backed by Venture Management Specialists Pilot Lite Group, which significantly reduces the risk normally associated with a start-up. 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 launched in Whole Foods on 1st March. Impulse bags are priced at £1.19, while share bags are £2.29 at Whole Foods.


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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