New game-changing, better-for-you crisp range Simply Roasted has announced Rhys Harvey as its new Chief Commercial Officer. And given the incoming restrictions on promoting products high in fat, sugar and salt (HFSS) in the UK, Simply Roasted’s new exec sees a real opportunity for the HFSS-compliant brand to disrupt the crisp category.

Mr Harvey joins Simply Roasted from Plenish – the FMCG company producing plant-based drinks – where he spent three years leading the sales, finance and operations departments. He was responsible for the successful trade sale to Britvic PLC and, being commercially focused, helped deliver net revenue, gross margin and EBITDA growth. 

Prior to his time at Plenish, Mr Harvey started his FMCG career at Popchips, where he led a successful exit to KP Snacks. As Head of Finance, he was involved in making Popchips the most successful bagged snack brand to launch in the last 10 years.

“Opportunity to disrupt the crisp category”

“I’m delighted to be joining the team at Simply Roasted,” enthused Rhys Harvey, the firm’s new Chief Commercial Officer. “To be part of a business with a world-first technology is really exciting, and I believe we have the opportunity to truly disrupt the crisp category,” he remarked. 

“With HFSS regulations coming into force later this year, there’s never been a better time to launch a ‘better-for-you’ brand,” Mr Harvey continued. “I’m really looking forward to being a part of what will be a game-changing launch.”

50% less fat, 25% less salt, and under 99 calories

Created in Norfolk using a patented roasting process developed over a 10-year period, 

Simply Roasted is a game-changing HFSS compliant crisp range. Always roasted and never fried, Simply Roasted is 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). 

Simply Roasted is backed by Venture Management Specialists Pilot Lite Group, which significantly reduces the risk normally associated with a Start-Up.