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Snacking
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OVERVIEW
Welcome
Another year has
passed and it seems
that the nation's
appetite for snacks
continues unabated.
Despite the recession battering
our pay packets, the experts report
that people are still indulging in the
same way they always did and the
country's penchant for crisps,
biscuits, nuts and on-the-go treats
is as strong as ever.
With innovation buoying the
sector, the snacking market gives
vital life-blood to the food and
drink industry. So, once
again we've devoted 24 glorious
pages to the food that everyone
loves best. Nicola Mallett, Editor
Inside...
3 Snack in Action
A look at the burgeoning market and
why people still reach for treats
5 Get Stuck In
Two deli owners tell us why snacks
are an integral part of their range
6 The Tyrrell's of Today
We chart this major brands’ rise to
the top and find out, what's next?
8 A Matter of Provenance
Why Piper's Crisps has carved a
lucrative niche in a competitive market
10 Tucking In
Tasty treats remain a top priority
for Island Bakery Organics
11 Moving with the Times
How Olives Et Al is determined to
corner all areas of the snacking sector
12 Shedding Some Light
Why Passion Shed is hoping to corner
the market
14 Stars & Stripes
With an eclectic range, Americatessen
has found a lucrative niche
15 Count on Them
Anthony Rowcliffe & Sons reveals
a hot new trend
17 New Kid On the Block
Mackie's is proving that it knows
a good thing when it sees it
18 A Hearty Treat
Why Bare Earth Biltong continues
to attract UK shoppers
19 Snacks With a Difference
Bring something new to your shop
with Majan Bhuja
20 In the Bag
How local brand, Fairfields Farm
Crisps is moving into the fast lane
22 Take a Dip
How Ricos Mexican Kitchen is
creating a niche in the dip sector
Snack in Action
The decline of formal lunchtime eating has lead to a strong demand
for snacks, creating new market opportunities and great product
development, as Nicola Whiteford reports
Snacking has become an
important pastime for so
many consumers as we ditch
regular mealtimes in favour of a
quick bag of crisps, cereal bar or
handful of nuts. Even during these
difficult economic times snacking is
still a big draw for customers as
more and more people turn to
grazing as a new form of eating.
In fact, and, according to AC Nielsen
data (total coverage 52 weeks
ending July 12, 2008) the crisps,
snacks and nuts category was worth
£1.99bn, growing at 5.9% last year,
with high expectations for 2009 and
beyond.
Indeed, a recent report from
Datamonitor, entitled “Hand-held
Snacks” examined the UK savoury
snacks sector, revealing that on-thego
eating continues to rise in
popularity. It states that on-the-go
eating and snacking is on the
increase. However, snacking is no
longer limited to the traditional
options. More hearty options are
also finding their way into this sector
and areas that delis would do well
to consider are pies, cheese, salad
pots or beans.
Good for you
Also worth noting is the emergence
of healthy snacking. Previously
catered for mainly by the low-fat
market, now even speciality
producers are coming up with
options that offer anti-oxidents,
nutrients, or health-boosting
properties. With many consumers
turning away from crisps and
chocolate in favour of those that
will help with their well-being,
products such as nuts, seeds and
dried fruit are likely to see an
upturn in sales.
According to Mintel, the sector
has been bolstered by a stream of
research showing how the inclusion
of many of these items in one's diet
is beneficial to overall health, while
the emphasis being placed on
improving our children's diet has led
many parents to include these snacks
Snacking
Group Editor
Nicola Whiteford 01206 505981
nicola.whiteford@aceville.co.uk
25 Phoenix Court, Hawkins Road,
Colchester, Essex, CO2 8JY
Features Writers
Carolyn Wilson 01206 505971
carolyn.wilson@aceville.co.uk
Golnaz Alibagi 01206 505985
golnaz@aceville.co.uk
Group Advertising Manager
Sam Reubin 01206 505936
sam.reubin@aceville.co.uk
in school lunch boxes. Brands have
responded by producing snack-sized
packs, designed to appeal to
children, as well as parents.
Indeed, the market for nuts,
seeds and dried fruit was valued at
£511m in 2007 and is estimated to
have been worth £538m in 2008,
according to Mintel, confirming a
clear rise in interest.
As well as attracting parents,
a rise in ethical and organic
options has also broadened the
sector. In addition to smaller
snacking packs extending sales,
many of the products have gained
ground because of their use as
recipe ingredients, as cooking
Advertising Executives
Sian Boyd 01206 505934
sian.boyd@aceville.co.uk
Tim Wilby 01206 500240
tim.wilby@aceville.co.uk
Design
Justine Crosland
Accounts
Sue Carr 01206 505901
Publisher
Helen Tudor 01206 505970
Published by
Aceville Publications Ltd, 21-23 Phoenix Court,
Hawkins Road,Colchester, Essex, CO2 8JY
Printed in England
Disclaimer: The views expressed in this publication are not necessarily those of the publishers. Every effort is made
to ensure the veracity and integrity of the companies, persons, products and services mentioned in this publication, and details
given are believed to be accurate at the time of going to press. However no responsibility or liability whatsoever can be
accepted for any consequence or repercussion of responding to any information or advice given or inferred.
www.specialityfoodmagazine.co.uk 3

OVERVIEW
from scratch continues to grow
in popularity.
Tucking in
Despite snacks so often being on the
receiving end of bad press,
consumption levels remain relatively
high due to time constraints. Indeed,
in 2007 one in four respondents said
they often ate snacks instead of a
meal and the practice appears
especially common among 15 to
24-year-olds.
Seeds remain the smallest
segment, although by far the fastestgrowing.
Nuts have performed best
in terms of the rise in value sales,
with products aimed at eating
occasions such as evening snacking
and sharing bolstering the market.
Premium nut sales growth is
outstripping that of standard
peanuts; total nut sales are estimated
to have been worth £320m in 2008.
Although brands such as
Walkers continue to dominate the
snacking sector, the speciality market
has continued to burgeon with a
plethora of crisp, nut and snack food
brands joining the industry. Indeed,
March's IFE09 showcased a vast
selection of snacking products from
savoury biscuits, to beef jerky and nut
and seed bars to Mediterraneaninspired
items such as habas fritas.
So, what's the future of this
market? And, as a fine food retailer
what are the must-stocks for the year
ahead? A TNS report recently showed
that 55 million crisps, nuts or snack
eating occasions were motivated by
health last year, so this is clearly an
area to take note of.
However, for any small deli
or independent food store, it's
still about finding something new
and exciting. Despite the recession,
there remains much new
product development in snacking,
so the best thing to do is get out
there, see what's new and select
products that appeal to your own
customers' demand.
Trend Watch
What are the top five crazes set to take
snacking by a storm?
Health – stock up on energy boosting, nutrient rich or low fat options
to appeal to a new snacking consumer.
Meals – snacking is no longer about eating on the go. The ready meal
has had an overhaul bringing pies, bean pots and heartier fare into
the sector.
Create a niche – delis can devise their own snacks to get ahead.
Consider making your own cakes, cereal bars or savoury options for
consumers to grab on the go.
Local – still a key factor in the consumer decision. Why not choose local
companies when sourcing a new range of products?
Artisan – there is so much product development in the speciality food
sector that delis owners need not look far to find the next big thing.
4

INSIDE STORY
GET
Stuck in
Proving that snacking is definitely here to stay,
two deli owners tell us what their customers
just can't get enough of
Snacking Strategies
With an
abundance
of sweet and
savoury
snacks to sell
this summer,
retailers are
thinking
carefully
about their offering. Lucy
Morgan, owner of Butternut Deli,
in Bristol, explains why a
selection of homemade and
manufactured products is a step
in the right direction.
Crisps are a firm favourite with
consumers of every age and ilk, so a
good range is a staple for any shop.
“Everyone buys crisps. We sell a
range of flavours and sizes,
capitalising on spontaneous
purchasing and using them as an
opportunity to up-sell on a lunch
offer,” says Ms Morgan. “We stock
Pipers crisps in both the 150g and
50g sizes. The latter are really
popular with local offices,” she
explains, adding that cereal bars
and fruit bars form a healthier crispcounterpart,
so when merchandised
together they showcase a good
selection. “Packaged bars are
important for people on the move in
the morning and afternoon, so you
need to make these just as visible
in the shop,” says Ms Morgan.
Pitching snacks to suit your loyal
regulars is also crucial. “We're
renowned for our home-baking.
We have a kitchen out the back and
pride ourselves on making fresh food
customers can buy for a quick
energy boost. Sausage rolls are
popular in the morning and late
on in the day - we often see people
walking down the road, eating them
just seconds after they leave the
deli!” laughs Ms Morgan. However,
savoury is not the only option.
“People tend to think about the
usual culprits when it comes to
snacking, but we find that cakes
bring in just as much custom, if
not more. Our homemade lemon
polenta cake and chocolate brownies
definitely pay their way. It's really
important to offer a good selection
of homemade and manufactured
goods – customers want both.”
She suggests some ways to
promote snack items, “Put them in
an obvious area of the shop, so they
are always considered by your
customers.” She continues, “Ever
since we put packs of luxury biscuits
on display they've become one of
our top lines. There's a lot of
professionals who work at home in
Bristol and so they tend to buy a cake
and a pack of biscuits for on-going
sustenance,” she adds. Moreover,
to promote the goods effectively,
the packaging and pricing has to be
right. “It's important for
manufactured snacks to be
particularly good value, preferably
with a long shelf life - otherwise you
end up either eating leftover stock
yourself, or throwing it away,”
explains Ms Morgan. “We get the
best margins on our homemade
goods because we can tailor the
snacks to order, cutting flapjacks to
size, for example,” she concludes.
Something for Everyone
Recognising the needs of those lucrative snacking
consumers, Iain Hemming at West Street Deli,
in Wilton, explains some of the key sales strategies.
“We stock an extensive selection of snacking
products including granola bars, crisps, caramel slices,
energy bars, olives and fruit, and also make a range of
our own brownies, flapjacks and shortcakes. Over the
past year we've definitely noticed people expressing
more of an interest in our healthier ranges and I'd say
the more nutritious lines now account for about 30% of our trade.
As a business, we attract a completely different demographic at the start
of the week than we do on the weekends and we try to accommodate this as
much as we can by rearranging the deli accordingly. At the start of the week
people tend to eat to survive and therefore look for quick pick-me-ups like
energy bars or crisps that they can have on the go. Tailoring our merchandising
to suit this mindset really helps, so we always ensure we have a selection of
convenient, ready to eat snacks by the till. As it moves towards the weekend,
we find customers are more likely to indulge themselves mid-morning, or enjoy
afternoon treats, so we capitalise on this by stocking a range of cakes, dips,
olives and biscuits near the cash register.
At the moment, we're really pushing the snacking lines we have in-store
and have recently done a deal where we offer our customers a free bag of
Tyrrell's crisps with every salad or sandwich they buy. We've been very selective
with the flavours we give away, ensuring we use the offer as an opportunity to
promote some of the lesser-known varieties we have in the shop. Next week,
we'll be taking the idea one step further by giving our shoppers a free danish
with their morning coffee and are hoping to do a number of similar promotions
over the next year.
When it comes to snacks, heavy promotion is key and it's absolutely vital
to make sure you shout about them as much as you can. Incorporate them
into any deals or special offers you have in-store and ensure you tailor your
merchandising to complement the time of week, or year. Put up posters
drawing attention to any new ranges you have on offer and work with your
suppliers to develop a marketing strategy that will suit your business best.”
5

TYRRELLS
The
Tyrrell’s
Of Today
As an increasing number of niche companies tussle to the top of the
£1.65 billion snacking sector, we look at Tyrrell's commitment to quality
crisps. Cath Henley, marketing manager, shares its focus for the future
healthier counterpart, and something
a bit different, there's an element of
kudos attached to each purchase -
it’s almost a case of people being
'in the know'. I think consumers
buy the root vegetable variety
because they believe it reinforces
their foody status. A lot of businesses
have copied us, it has definitely
become more of a talking point in
the industry.
Making a profit from a
passion for potatoes
might be a tongue-twister
on paper, but in the industry it's
known as the simple formula behind
the Tyrrell’s brand. Founded in 2002
by Herefordshire-based potato
farmer, William Chase, the company
has an established reputation - not
only for mastering the chip tradition,
but also for creating inspired new
flavours. In-vogue and very much in
the heart of the country, business
continues to boom.
Why has there been
no change in your
most popular chips
since last year?
All the main players in premium
chips would probably give you the
same answer: Lightly Sea Salted,
Cider Vinegar and Sea Salt, Cheddar
Cheese and Chives and Sweet Chilli.
These four are the traditional
flavours that fuel our sales engine.
Our customers also expect to
see some more unusual options on
offer and we’re noticing that cheese
seasoning is growing in popularity.
We really enjoy the creative side of
the business, introducing a new line
of chips in the summer and then
again in the winter. This year it’s
summer barbecue and garden herb
(back by demand), Dorothy
Goodbody Ale with Cheddar, and
Honey Roast Ham with Cranberry
(winter comforters with a bit of
character).
Selling a core range of
seasonings means we can add
interest around them. We always
have an evolving flavour forecast,
which helps sales rise on a monthly
basis. Our Worcester Sauce with
Sundried Tomatoes was an
exceptionally popular idea and our
Naked Chips continue to address
the health angle.
Why are your root
vegetable chips
becoming
increasingly
popular?
They form part of the elite, chip
contingent, presiding at the top of
the hierarchy. This is brilliant to see
because Tyrrell’s was one of the first
companies to develop the idea and
we wanted to create this premium
level of association.
Now that the range is one of our
top selling lines it’s an essential part
of the business. As the potato chip’s
Are there any
whacky, consumerinspired
flavours on
the horizon?
We ran a competition in association
with the Real Food Festival in
London, last year. It was designed
to attract some weird and wonderful
ideas and it worked - some of the
concepts were amazing.
Entries ranged from baked beans
on toast, through to some slightly
more sophisticated ideas, such as
black pudding and apple, which
ultimately won the competition.
We created ten cases as a one-off,
but continue to draw ideas from
consumers on an ongoing basis.
For the past three years we’ve
brought out Strawberry and Sweet
Chilli for Valentines Day, calling them
Tyrrell's Lovely Chips and donating
ten percent of all trade sales to
Breast Cancer Haven. So far we've
raised over £6,000.
It always takes a while for a
campaign to get embedded with
the customers, but independents will
always get behind it because it adds
another point of interest.
Many delis pride
themselves on
rejecting products
found in the
multiples - yet you
are in Waitrose?
We are, and proud of it. I understand
why independents have really
stringent policies: in the past brands
have evolved into international retail,
6 www.specialityfoodmagazine.co.uk

TYRRELLS
leaving behind the delis that
supported them. This has created a
stigma around the idea of expanding,
but it does not apply to Tyrrell’s.
For us, the creativity starts and
finishes with the delis that have been
our backbone from the beginning.
Tyrrell’s is developed for them, by
them and this will remain the case
no matter how much we grow.
It’s a testament to the strength of
the brand that we are stocked by
both Waitrose and over 3,000
independents in the UK – the two
are not mutually exclusive.
Our portfolio of clients
communicates how much people
respect and trust that quality is
always the focus of the business,
regardless of the volumes produced.
How do you use
feedback to improve
the business?
We deal directly with the
independents and the consumers.
A six-strong Tyrrell’s team looks
after a constant stream of sales
enquiries, so we hear about
everything straight from the
horse's mouth.
Our point of sale requests
have helped us to develop ideas that
are sympathetic to the independents'
layouts. For example, we have a
range of counter-top displays -
available in reduced sizes following
client feedback. These allow retailers
to increase sales without the space,
but for those with more room we
also offer bigger floor displays.
We’ve also adapted the case
configuration, changing the
quantities from 35 units of 50g bags,
down to 24 units of 40g bags. This
was a request from many of our
independents, wanting their orders
to take up less space and facilitate
a quicker stock rotation.
Our annual trade survey, which
goes out once a year to all the
independents means that we can get
a complete overview of the service
we offer. Maintaining personal
contact in a colloquial, approachable
way is really important to us.
How can Tyrrell’s
cater for retailers
looking for a
modern twist?
A lot of independents have been
asking us for something different and
because we pride ourselves on being
entrepreneurial, we’ve just launched
a Tyrrell's Alternatives option,
designed with impulse purchasing in
mind. The bags are 50g or 80gs of
Roasted Chilli Corn, Habas Fritas
Spiced Broad Beans, Wasabi Peanuts
and Thai Chilli Rice Crackers.
For even more of a splash
we’ve launched our 'Win a Tractor'
competition on four of our lines.
The focus is clearly on rural
independents but anyone can win if
the code on their packet matches the
one listed on the Tyrrell's website.
What investment is
there at the root of
the business?
Sustainability is a big factor for us so
we invest heavily in the equipment
used for planting our potatoes.
We have just purchased a new
piece of kit to help plant and reap
our own supply of potatoes, and
hedgerow preservation is high on
the agenda. There’s an abundance
of apples at Tyrrell’s Court which I’m
sure will be used as a seasoning at
some point.
The dedication of our team
means that we can stress with
absolute sincerity the ethical side of
the business. Our competitors also
claim to do this, but they do so by
making links with farming relatives.
We're really proud of the fact that a
retailer could come over to our farm,
plant their own potatoes and then
come back to harvest them in the
autumn - the proof is in the planting!
Harry is the third generation
of the Chase family to look after
Tyrrell’s with the support of a team
of five - our reliance on their
expertise goes hand in hand with
the growth of the company.
What’s the team
ethos at Tyrrell's
Court?
We have a staff barbecue twice a
year for all 100 of us. A lot of the
staff cycle to work, which inspired
us to organise a local 10k bike ride –
I think we burned off a few packs of
crisps, but not a lot more! We also
attend trade shows across the
country and all the staff help out
during the course of the year. You
could meet Debs who manages
warehouse, Adam who works in
production, or me. Nothing
about us, or the chips is
contrived and we do
everything we can to keep it
that way.
What’s the focus
for the future?
The quality of the product
is our trump card and
the driving force behind the
business and the brand,
TYRRELL’S STATISTICS
so we will continue to develop
from the ground up – one potato,
idea, and improvement at a time.
No. of employees in the Tyrrell’s Team: 100
Client/consumer database: Total of 21,000 - thanks to Tyrell’s Taste
Test attracting traffic to the website: www.tyrrellspotatochips.co.uk
Export market: Rºepresents 10% of the annual turnover. Exports to
France, Greece and North America.
Most recent awards: Cider vinegar potato chips awarded gold in the
Great Taste Awards 2008;
Awarded with the fast-track 100 “best emerging brand award”,
announced last month.
www.specialityfoodmagazine.co.uk 7

PIPERS
A Matter of
Provenance
Mixing great potatoes and flavours with
provenance, Pipers Crisps has carved a lucrative
niche. Owner and founder, Alex Albone, talks
about the brand's unique selling points
With a history spanning
just over five years,
Pipers Crisps officially
opened for business in April 2004
and is now one of the UK's most
well-loved premium crisp brands.
Launched by a farmer with a passion
for Lincolnshire produce, the
company has spent more than half
a decade educating consumers
about the provenance of the food
they eat and remains committed to
sourcing local ingredients of the
highest possible quality.
Humble beginnings
“When we first started the business,
we were looking for a way of
surviving the farming difficulties of
the time and believed diversification
would be the key to success,”
explains founder and owner, Alex
Albone. “We were keen to make
good use of the excellent produce
in our local area and began travelling
around the region looking for
effective ways we could integrate
it into our offer.”
Fortunately, a chance encounter
with a salt producer from Anglesey
really set the ball rolling and before
long Alex had formulated a business
plan set to take the UK crisp market
by storm. Using potatoes from the
surrounding Lincolnshire area and
sea salt from Wales, he was able to
offer customers a truly British
product, capitalising on the growing
interest in local food at the time.
“Provenance has been at the heart
of our business from day one and
continues to be a big part of
everything we do,” he continues.
“As a company, we are committed
to producing good food using
honest ingredients, sourced from
real people and have absolutely no
interest in supplying any of the major
supermarkets with our goods.”
However, Alex is the first to
admit it hasn't always been easy.
“When we first opened the factory,
we had no customers at all and
relied on business from a friend of
mine who owned a local micro
brewery. I'll never forget the day we
finally got our first real customer, we
were on our way back home and
stopped off at a little farm shop
called Abbey Park Farm. We gave
them a couple of crisps to sample
and the rest, as they say, is history.”
Changing times
The company now stocks a range of
premium quality snacks made using
only the finest local ingredients, with
flavours including Anglesey Sea Salt,
West Country Cheddar and Onion,
Sea Salt and Indian Black Pepper and
Biggleswade Sweet Chilli Parsnip.
Although Pipers is now one
of the most well-known crisp
companies in the country, Alex is
keen to stress that the brand has
never been about quirky flavours
or attention-grabbing combinations.
“While we're always looking for
new ideas and interesting ways of
expanding our range, but we are
certainly not in any hurry to do so,”
he says. “Quality has always been
the driving force behind the business
and we've never produced a new
flavour unless we have been 100%
happy with it. As a company, we're
not interested in coming up with
quirky ideas for a bit of short-term
gain, but view everything we do as
a lasting investment we hope to
develop over time.”
8 www.specialityfoodmagazine.co.uk

PIPERS
While Alex reveals that the
public tends to prefer the more
traditional crisp flavours, such as
ready salted or cheese and onion,
he believes stronger varieties are also
becoming increasingly popular.
“Our Norfolk Bloody Mary crisps
are a definite favourite,” he reveals.
“Boasting quite a spicy and tangy
taste, they are produced from
tomatoes grown beside a power
station in Norfolk and are one of the
more recent additions to our range.”
National influences
Dedicated to supporting local
producers, the company sources the
majority of its ingredients from
British shores and knows each and
every one of its suppliers by name.
“Our tomatoes come from Paul
Simmons in Norfolk, the cider
vinegar is produced by Julian
Temperley in Somerset, the cheese is
supplied by John Alvis in The Mendip
Hills and our chillies come from
Filippo Genovese in Bedfordshire,”
Alex reveals. “Supporting local
farmers has always been of great
importance to us and it's something
we are just as passionate about
today as we were in the beginning.”
However, it's not just small
producers that the company is keen
to help, but also the wider
community too, as Alex explains.
“The younger generation hold the
key to the future of the food market
and I believe it's imperative for us as
an industry to do everything in our
power to educate them about the
food they eat. We have started an
exciting project with a school in
Grimsby called the Havelock
Academy and rented an 18-acre field
where we are growing wheat, barley,
oilseed rape and potatoes. We have
installed a classroom on the site and
180 children will visit it over a
16-week period during the next
academic year. They will be given
lessons on site and taught about
how real commercial production
takes place. As well as learning
about how the food is grown and
processed, the children will be
taught about the countryside. Within
the next few weeks a webcam is
going to be installed so that the
youngsters can literally witness the
crops growing from their schools.
Alex explains that the project will
focus on everything from where the
goods are sourced, nurtured and
grown, to how they've been
produced, packaged and marketed.
“We're literally taking youngsters out
of the classroom and showing them
how their food has arrived on their
plate from the most basic seeds,”
he enthuses. “The response has
been phenomenal and the project
has even been integrated into the
school's syllabus for next term! Even
Lincoln University is taking an interest
in the work being done. It doesn't
just involve teaching children about
the provenance of the produce itself,
but will hopefully get the children
enthused enough to look for careers
in some of their local food
processing businesses or farms.
Of course, another added advantage
is that the teachers can integrate all
sorts of exciting ways of teaching
into the project, incorporating other
subjects such as maths, biology and
environmental studies in a relevant
and interesting way.”
The bigger picture
Despite the current economic
downturn, Alex remains optimistic
about the future of the speciality
sector. “When it comes to food,
people will always be willing to pay
that little bit more for quality,” he
explains. “Over the past few years
the market for premium crisps has
grown enormously, seeing some of
the most mainstream companies in
the sector attempting to jump on
the speciality food bandwagon by
launching their own imitation
brands. While this has inevitably
created far greater competition
within the sector, it has ultimately
been a good thing for the industry
as it's proved that the demand for
these products is still strong.”
When it comes to stocking
premium crisps, Alex believes
enthusiasm, product knowledge and
a passion for what you do will be the
recipe for success this year. “The
most important thing you need to
do is encourage people to try the
products for themselves,” he advises.
“After that, the crisps will more or
less sell themselves. Try organising a
number of different tasting sessions
in your shop and invite passers by,
as well as your everyday customers,
to sample some of the newer
flavours you have in store.”
Alex explains that positioning is
also of utmost importance. “Don't
just place the crisps on the floor, but
display them in a prominent position
where they will receive the maximum
level of exposure possible,” he
suggests. “Remember, crisps are
the ultimate impulse purchase and
placing them by your till will
considerably boost the chances of
making a sale.”
Looking forward
Although the company has only
been trading for five years, it is now
one of the most recognisable names
in the sector and continues to evolve.
“Over the next few years we plan to
expand our production significantly
and will be embarking on an
extensive building project which we
hope to have up and running by the
end of 2009,” Alex says. “We will
also be doing a lot more work with
children in schools and will hopefully
have our scheme rolling out in
education centres across the country
over the next few years.” He
continues, “I am incredibly proud of
the business and everything it has
managed to achieve over the past
five years.
“I feel very humbled that at a
time when so many other companies
CASE STUDY
are reducing staff numbers and
postponing their plans for the
future, we are still expanding ours.
I feel very optimistic about the year
ahead and look forward to the
many opportunities it will more than
likely bring.”
Andy Jones, Summer Hill Farm Shop, in Bedfordshire
“We've only been trading for 16 months and after trialling just about every
crisp in the country we decided Pipers were by far the best. The quality of the
product is unlike any other and we generally felt that many of its competitors
didn't deliver as well on flavour.
Another reason we chose to stock the brand was because of our location.
We are situated right in the heart of Bedfordshire and Pipers does a
Biggleswade Chilli crisp which is made using chillies supplied by a local farmer
we know well. A lot of our customers will buy the products because of their
recognisable names and it definitely works in our favour that we're located
within miles of where they've been made.
At the moment, we stock quite a large range of flavours, but I'd say the
Sea Salt, Chilli and Bloody Mary varieties are generally the most popular.
}As a company, Pipers has been great to work with and we've never had any
problems. We normally get next day delivery and couldn't be happier with
the level of service it provides.”
www.specialityfoodmagazine.co.uk 9

ISLAND BAKERY ORGANICS
Tucking In
When it comes to indulging, customers will
always find the cash to treat themselves,
as Joe Reade at Island Bakery Organics reveals
Launched in 1994 with the
aim of bringing high quality
biscuits with provenance to
the Scottish Isle of Mull, Island
Bakery Organics has carved a strong
niche over the years, gaining a
following amongst old and young
alike and attracting deli-food buyers
in their droves.
Moving with the
times
Sticking firmly to what it knows,
the company produces six products:
Shortbread, Oat Crumbles,
Chocolate Gingers and its most
recent inventions; Chocolate Limes
and Apple Crumbles. Using the
highest quality ingredients, the
products continue to attract
consumers. “Obviously we're not
growing as fast as previous years,”
admits owner, Joe Reade, “But sales
are still holding up well as people
continue to want quality and
indulgence.” He says that when it
comes to the biscuit sector, flavour
is key, alongside value for money.
“Of course, our biscuits are at the
higher end of the price spectrum but
that really doesn't put people off,
even now,” he explains, adding that
it helps that the biscuits are a
genuinely tasty product with
authenticity and provenance giving
them extra clout.
With over ten years experience
of the sector, the company has
willingly remained small, reacting to
the trends in the industry as best it
can and expanding its range when
possible. “We have just relaunched
our food service range,” Mr Reade
explains, revealing that all six biscuits
have been repackaged with a new
design that reflects the ethos of the
retail product it puts out.
“We wanted to freshen things
up and improve the look and
presentation of the product,”
he continues, “We are very pleased
with the result and retailers seem
very happy with it.” It is now hoped
that the revamped range will help
the company attract more cafe
customers. “There aren't many good
quality and indulgent biscuits for
eating on the go at the moment,
so we're trying to fill a niche,”
Mr Reade reveals.
Testament to quality
With a product that already has a
loyal following, it seems that even a
recession can't stop people from
wanting to tuck into an Island Bakery
biccy. “We stand by our quality
credentials,” explains Mr Reade.
“The organic certification also helps,
for us it is a mark of quality and
integrity and I believe that when
people want to indulge, they'd
prefer to do so on as clear a
conscience as possible,” he laughs.
But with so much competition
in the market, how is Island Bakery
Organic anticipating its continued
success? “Although delis are always
looking for new things, they also
need to have those lines that
customers return for. Our biscuits
have been around for a while and
have a good following. We know
people go into delis just to buy
them, which is a real mark of our
success,” Mr Reade concludes.
10 www.specialityfoodmagazine.co.uk

Moving with
the times
OLIVES ET AL
Evolving over the years, Olives Et Al has always
been at the forefront of the snacking sector,
Giles Henschel explains what's next
What's the ethos
behind Olives Et Al?
We’ve been creating great food since
1993, initially specialising in what’s
probably the original snack of all
time, the olive. Since then we’ve
developed excellent ranges of
innovative, popular and volume
selling snacks over the
years including roasted
broad beans and latterly an extensive
range of authentically roasted nuts.
How have you
developed with
the market?
Things have moved steadily over the
years and we've responded to both
the market and lead it in terms of
product development. The sector
has definitely risen and broadened
over the last few years and we’ve
seen a shift towards a grab and go
snack offering, which is why we
continually develop new formats -
experimenting with size and style.
What products are
in your range?
We started with the olive and have
moved to our LapSnacks (nuts, chilli
puffs, habas fritas and habas
mojados), we also offer kiln-roasted
snacks, grab bags of nuts that are
perfect for pubs and the Very Deli
range of filled peppers and olives.
All are perfect for snacking.
Why do you think
snacking is so
popular?
People like to snack because it’s easy
and convenient and a cost effective
way of re-fuelling either on the go,
or while chatting with a few mates
over the kitchen table or in the pub.
The market in this economic climate
would indicate that people are looking
for fun alternatives to the run-of-themill,
whilst still wanting great flavour
without compromising on quality.
How have you
responded demand?
We’ve concentrated firstly on flavour
so that all our snacks taste just the
way they should and then we've
looked at the most cost effective
way of packaging and delivering,
whilst retaining our eye-catching
design. We never stand still and
are constantly tweaking the look
and branding to keep our products
fresh. That’s why our ranges continue
to sell.
What advice can you
offer retailers to
promote snacks?
Our top tip for retailers to catch new
customers and drive some volume
sales in the months ahead is to
display product close to pay points,
where you have an opportunity to
sample alongside. Then offer special
pricing such as three for £5.00 – it
definitely works. We offer that
regularly in our own shops and it
always increases sales.
www.specialityfoodmagazine.co.uk 11

PASSION SHED
Shedding
Some Light
Bringing a whole new
concept to the sector,
Passion Shed is a
premium snack brand
that is really making a
difference, as Kate
Rathbone reveals
What is the
philosophy behind
the brand?
Passion Shed is a premium brand
offering a range of nut snacking
products made using only the finest
quality nuts and ingredients. The
selection has been developed to be
very different to anything else
available on the nut snacking fixture.
Passion Shed aims to deliver
premium and indulgent snack
products using recipes inspired from
around the world.
Who runs Passion
Shed?
The team includes MD Brian Cardy,
NPD manager Sarah James Poole and
myself, who deals with marketing.
We have been on a mission to source
only the very best ingredients from
around the world. We have spent
hours sourcing the finest balsamic
vinegar from Modena, most premium
extra virgin olive oil from Italy and the
purest honey from South America.
What makes Passion
Shed so special?
We currently produce three products.
Modena Way is a delicious blend of
roasted jumbo pecans and jumbo
cashews gently drizzled with the
finest Modena Balsamic vinegar and
finished with a sprinkling of balsamic
and oregano seasoning. They are
delicious. High Seas are roasted
jumbo cashews simply coated with
the finest Italian extra virgin olive oil
and a light sprinkling of sea salt, a
cashew lovers dream. Honey Heaven
is a sweet blend of jumbo
macadamias and almonds drizzled
and roasted in the purest South
American honey and finished with
a light sprinkling of sugar, a real
indulgent treat. The products are
imaginative, premium quality and
natural; developed for that extra
special taste. They are quite simply
‘Lush Edibles’.
How have these
been received?
The range has been very well
received by retail and wholesale
trade. It is listed in Waitrose ,
Cotswold Fayre, Tree of Life and
Cress wholesalers and many small
premium delis and farm shops
around the country. Samples have
also been very well received by
consumer and trade journalists.
Prima, Zest and Delicious will all be
featuring the range in upcoming
monthly editions.
Who are your
consumers?
Passion Shed is targeted to true food
lovers, those who want that little bit
more. We offer premium taste and
quality and new and interesting
flavours inspired by cuisines from
around the world. The range is
perfect for those who are intrigued
by new and different recipes and are
passionate about taste and quality.
Why are they
popular?
They are different, indulgent
and delicious and still offer the
health benefits of nuts – a win win
combination!
The packaging is vibrant, bright
and very different to the everyday
snacking brands, meaning that the
strong Passion Shed logo has on
shelf impact and is easily
remembered.
Why should retailers
sell your products?
There is nothing else like them
available. The nut snack market is
dominated by salted peanuts so
Passion Shed brings something new
and fills a gap in a market which will
benefit from some excitement and
a premium offer.
Why do you think
people still enjoy to
snack?
This pastime continues to be an
important part of our everyday lives.
We snack on the go and whilst
resting at home. Passion Shed is the
ideal treat for an indulgent snacking
occasion. Perfect with a glass of wine
to enjoy on your own, or to share
with family and friends.
How will you
continue to react to
trends and move
with the market?
We will look for new and inspiring
recipes which work well with nuts
and continue to source only the
finest quality ingredients from
around the world. Our NPD and
marketing team are innovative and
keen to continue to develop and
be first to market with new and
evolving ideas for both the product
and packaging.
How are you
supporting the
brand?
We have got a fantastic marketing
plan in place to help drive awareness
of the brand. A key objective is to get
customers and consumers to sample
the product in order to highlight the
true taste delivery. We have a strong
PR plan in place with consumer and
trade titles, plus we are attending
the biggest food shows to help drive
awareness. We are also investing
heavily in consumer and trade
advertising, in store sampling and
promotions. Our website
www.passionshed.co.uk has some
great information and links to where
our products can be purchased.
What top tip can
you offer retailers?
Passion Shed can be merchandised in
the colorful SRP case or products can
be clip stripped and merchandised
with wine or confectionery. This
allows a great opportunity to link with
a Wine Promotion and really drive
sales. Passion Shed will offer a USP
in your range and is perfect all year
round and especially at Christmas,
retailers should stock up now.
12 www.specialityfoodmagazine.co.uk

AMERICATESSEN
Stars &
Stripes
Americatessen is proof that when it comes
to snacking, doing different is the key,
as Damian Curzon-Price explains
What is the history
of the company?
Thirty years ago I was designing
kitchens, then in 1984 I made a
lateral move and opened Curzon’s
Delicatessen in Surrey, driven by my
love of food. It was a successful
business with a wealthy and
cosmopolitan clientele, many of
whom were Americans. At the time
there was no supplier in this field,
and by 1993 I had found a clear gap
in the market and Americatessen
was born.
How has the
business evolved?
Now over 16 years later it is still
growing. There have been good
years and bad ones, not always
helped by the massive changes in the
exchange rate either. But, nowadays
it isn’t only ex-pat Americans buying
the products, it is everyone with a
mouth and a wallet! It has been an
interesting experience too, having to
learn the business from both sides of
the counter, as well as the
stockroom.
How many people
do you employ?
There are five of us full-time. We all
understand the needs of the business
and work well as a team. When
things get busy (Thanksgiving and
Christmas) we bring in the temps.
What products are
in your range and
which are most
popular lines?
We stock over 370 lines, with over
90% availability at all times. It’s hard
to pinpoint the most popular ones as
the trendS move with the seasons.
But breakfast cereals, Pop-Tarts and
confectionery are always good sellers.
Where do you
supply to?
Most of the EU, all corners of the UK
and as far as the Czech Republic,
Iceland, and Scandinavia.
How long does
delivery take?
We try to turn an order around in
48 hours, but can do next day for
a 'local customer'.
What's your
minimum order?
I don’t believe there should be one
however, if a deli takes
approximately £500 of stock we'll
deliver it free, delivery is also free
within the M25.
Why should
independent retailers
stock your products?
They are simple, fast moving, high
value and have good margin. They
are also not available in UK multiples.
What key lines
would be a good
starting point?
I'd suggest the breakfast cereals and
sweets. They never fail.
Do you supply POS
material?
By popular demand we can now
provide a long banner, like a
stretched out Stars and Stripes with
Americatessen on it.
14 www.specialityfoodmagazine.co.uk

ANTHONY ROWCLIFFE & SON
Count
on Them
When it comes to cheese, meats and antipasto,
Anthony Rowcliffe has its finger on the pulse
and, as Steve Smith reveals, there's a new
trend in town
What is the
philosophy behind
Anthony Rowcliffe
& Son?
After four decades of sourcing the
finest cheese, pates, salamis and
more recently, olives, Anthony
Rowcliffe has become the premier
"one-stop-shop" nationwide for
fresh, delicatessen products.
What do you offer in
the snack sector?
We appeal to what you may call
“posh snacking," such as olives,
fresh anchovies, antipastos, sliced
salamis, chorizo and tapas. These
have all become very popular as they
are easy, ready made and ideal for
picnics or a light snack. It could also
be argued that cheese is one of the
ultimate snack foods - and I don't
mean cheese strings!
How has tapas taken
off as a snacking
phenomena?
Tapas is a classic snacking option as
it was originally just a few nibbles
served with drinks and now the
choice is out of this world, with so
many options such as Peppersweet
and yellowbell stuffed with cheese,
banderilles (2 pimento stuffed olives
wrapped in a fresh anchovy on a
cocktail stick) and Brochettes (one
green and one black olive, a cured
anchovy and a gerkin on a stick).
How popular are
olives?
The choices are endless and now
more restaurants and gastropubs are
offering garlic stuffed, sun-dried
tomato stuffed or chilli marinated
varieties, consumers are really
tucking in.
What should delis be
really pushing?
Retailers can come and talk to us
to get ideas or advice on trends, but
I would say at the moment, what
could be better than a platter of
cold meats and antipasto? Why
not promote a selection of Milano
Salami, Parma Ham, Ventricina
Salami and Mortadella with some
grilled Artichokes, washed down
with a cold beer or glass of wine?
Where is the
snacking market
heading?
People want more choice, more
variety and excitement beyond the
humble crisp. Posh snacking has
become a real contender and I really
do see this market building strongly
for years to come.
www.specialityfoodmagazine.co.uk 15

ORGANIC MELTDOWN
Eat Chocolate
Save the world
Supplying chocolate with a conscience, Organic
Meltdown has found a brand new niche in the
snacking sector
What is the history
of the company?
Brand Stand was established by
husband and wife Matthew Hunt
and Hayley Whitham in 2007. They
launched the Organic Meltdown
chocolate bars last October offering
the consumer the chance to save
trees, whilst enjoying a bar of
delicious Swiss chocolate. They also
have an olive snack brand called
Oloves available in two flavours for
pubs, bars and travel retail. Part of
Brand Stand’s ethics are to market
and sell new products that
emphasise responsible corporate
citizenship and care taken to offset
the true cost of business.
How has the
business evolved?
We have grown in both size and
knowledge. We have learnt so
much over the last two years and
growth and innovation have been
at the forefront of our minds. Also
working with the right people is
key to our success; we feel that we
have chosen the right partners to
work with.
What has been the
main turning point
for the business?
Winning awards all over Europe
for both packaging and flavour
and taking part in lots of trade
shows early on in the business.
What is your USP?
For every bar that’s sold, a tree is
saved in a tropical rainforest by the
World Land Trust charity, helping to
combat global warming and
preserve valuable habitats. The
range not only tastes delicious, it
also supports a terrific cause,
preserving tropical rainforests and
the valuable habitats that live there.
Each wrapper of Organic Meltdown
carries a unique number which
corresponds to its very own tree,
and chocolate lovers are
encouraged to log onto register
their tree and see where it’s situated.
How many people
do you employ?
There are four of us in total.
Where are you based?
Barcelona, Switzerland and UK.
What products are
in your range?
Choose from Swiss dark chocolate
with candied orange (58% cocoa),
Swiss milk chocolate with hazelnuts
and currants (33% cocoa), the
luxurious Swiss dark chocolate
(71% cocoa) and the creamy Swiss
milk chocolate (33% cocoa).
Each bar is made using carefully
selected Fairtrade ingredients from
Ecuador, Madagascar and Peru to
create a premium organic range
that’s big on taste and big on
ethical credentials.
Which are the most
popular lines?
The Milk with Hazelnuts and
Currants and the Pure Dark 71%,
are incredibly delicious. The Swiss
are excellent producers of chocolate.
Are you introducing
any new lines this
year or in the future?
We will be looking at bringing out
a new line at Christmas and a gift
pack for Easter.
Do you only supply
independent retailers?
We are stocked in a number of
Waitrose stores and premium
independent retailers in the UK.
Why should retailers
stock your products?
There is a new demand for vegan
approved chocolate bars, as
recently Green & Blacks changed
their recipe and are no longer
suitable for vegans. We can offer
ethically traded organic ingredients
as part of the package too. We
also give the our customers a
unique product, an easy way to
save a tree by eating a delicious
bar of Organic and Fairtrade Swiss
chocolate. A sweet solution to
climate change we feel. Our
packaging also looks fabulous on
the shelves and is very eyecatching
to the consumers.
Where do you
supply to?
Everywhere, please call us and we
will put you in contact with
someone who can deliver in your
area, T.0870 16 44 221, or email
info@organicmeltdown.com
Do you attend
consumer shows, or
invest in consumer
advertising?
We are considering participating in
some consumer shows in the UK to
spread the word and raise awareness.
Have you won any
awards?
Yes lots. Taste award Anuga Food
Fair, ITCA Travel and Catering
Award for new innovators, Fresh
Ideas Award at the IFE UK.
What is your stance
on environmental
concerns?
Our concerns were the main
reason for creating the brand. We
work closely with the World Land
Trust which is running projects all
around the world at the moment.
Our project is currently in Ecuador
and we have committed to saving
347 hectares of land in a region
called Los Llanganates. There are
so many types of flora and fauna
not to mention species of animals
living there. They have secured
the area now and arranged for
rangers to patrol the outskirts.
We have already saved 120,000
trees since October 2008 and this
year our goal is to save 500,000 so
we know we all have work to do.
What top three tips
can you offer to
increase sales of
your products?
Conveying the message of the
brand is key to the success of
Organic Meltdown hence the
message on the front of the
wrapper. Once the consumers
know that they are contributing to
a great cause they will choose our
chocolate over others, and the
quality of the chocolate is second
to none so there really is no
compromise. Its a win win
situation for all concerned.
We also suggest to offer sample
bars to raise awareness of Organic
Meltdown.
Contact us 0870 16 44 221
info@organicmeltdown.com
16 www.specialityfoodmagazine.co.uk

MACKIE’S
New kid
On the Block
Making a name for yourself in the competitive
crisp sector is difficult, unless you have a strong
brand behind you says Karin Hayhow,
marketing director at Mackie's of Scotland
What prompted the
launch of crisps?
Two Scottish family-run businesses
are working together to produce
Scotland’s only home-grown and
manufactured premium crisp.
Luxury ice cream maker, Mackie’s
of Scotland, has joined forces with
Taypack Ltd, a leading potato
businesses, to create a joint venture
company – Mackie’s at Taypack.
How has the
business evolved?
Both Scottish companies had
been planning to diversify into
potato crisps and quickly agreed
that combining their strengths
and experience would enable a
formidable entry to the market.
The new company benefits
from Taypack’s expert ability to
grow, select and prepare the best
crisping potatoes, along with
Mackie’s production expertise and
brand heritage. The company has
invested over £1.6m in customised
equipment with a gentle cooking
process to retain the quality of the
oil and produce “the perfect
Scottish crisp.”
How many people do
you employ?
The business relies on existing staff
from the joint owners for quality
assurance, distribution, admin, sales
and marketing, but will employ up to
15 new staff – at present four people
make the crisps.
What products are
in the range?
There are three core flavours – Sea
Salt, Sea Salt & Vinegar and Mature
Cheddar & Onion, which are
recognised favourites and three
limited edition flavours – Haggis &
Cracked Black Pepper, Flame-grilled
Aberdeen Angus and Cherry Tomato
& Herbs, which will create interest
with their special Scottish heritage
and great taste! The products have
come out on top in a series of blind
taste test. Each flavour is available in
150g and individual 40g bags.
Why should
independent
retailers stock your
products?
These crisps are a product with
provenance, made by two farming
families, presenting a core range with
“ordinary flavours made special” and
some uniquely Scottish tastes. They
are new but will attract interest under
the recognised Mackie’s brand.
What key lines
would be a good
starting point for a
new stockist?
The bag size will be determined by
your customer needs – but we'd
recommend stocking both the
individual size for impulse and
immediate consumption, and bigger
bags for take home sales. Or, trial all
six flavours, but, if you're limited on
space, display different selections
each day, or week.
Do you supply POS
material?
Mackie’s crisps are sold in fully
branded, shelf-ready boxes – with
convenient tear-out card for easy
access and clear display and with
inbuilt tabs for easy stacking to
create your own display.
www.specialityfoodmagazine.co.uk 17

BARE EARTH
Hearty
& Healthy
As biltong finds its way into the hearts of the
nation as an alternative snack option, Bare
Earth Biltong is reaping the benefits, as founder,
Thomo Leteane, explains
What is the history
of the company?
Bare Earth was established by
myself and Gary Quinn in August
2003. Our backgrounds were in
the food industry so we decided to
put that to good use. I'm a food
technologist with a masters degree
in science and technology, while
Gary is a chartered engineer who
has spent over 18 years as an
engineering manager within the
food industry, and also runs project
management consultancy for
FGMC clients and major multiples.
How has the
business evolved?
It has grown organically from
revenues generated, then, at the
end of the second year some
investors bought shares in the
company, which gave us the cash
to make some steep changes
quicker than we expected. The
business has grown year-on-year
and now supplies a national UK
market, as well as exporting to
Ireland and mainland Europe.
Where are you
based?
We are situated on an industrial
park just outside Ripon in North
Yorkshire, near the village of
Melmerby. The industrial park
houses 11 other food
manufacturing businesses.
What products are
in your range?
Our core product is Beef Biltong,
a cured and air-dried beef snack,
made from silverside beef. We also
produce a range
of dried sausage
snacks known
as Droewors
(means dried
sausage) and a fresh sausage
called Boerewors (means Farmer’s
sausage!). The Boerewors is a
whole meat sausage, without
cereal or MSG making it not only
tasty, but suitable for coeliacs.
Which are the most
popular lines?
Original Biltong followed by the
Chilli Biltong.
Where do you
supply to?
We are listed with Waitrose stores
nationally and also with Booths
Supermarkets which has stores in
Lancashire, Yorkshire and Cumbria.
A fair proportion of our customers
are a mixture from delicatessens,
farm shops and grocery stores, to
pubs. We also export to Ireland
and Germany. Our delivery time
is normally within
two to three days and we
can supply as little
as 40 units. For the
distributors and multiple
accounts we’ll agree a minimum
order by case quantity.
Why should
independent retailers
stock your products?
We recognise the growing
demand for healthy snacks of
known origin. Our biltong is a
ready-to-eat ambient meat snack,
with no artificial colours, flavours
or preservatives. It is healthy and
tasty and because it's not widely
available, independent retailers will
find a growing niche product.
What key lines
would be a good
starting point for
a new stockist?
Definitely the Original Biltong.
Over 70% of our biltong sales are
of the Original Biltong.
18 www.specialityfoodmagazine.co.uk

Snacks with a
Difference
Bring something new to your shop with Majan
Bhuja's crackers, fruit, nuts and peas
What is the history
of the company?
Majans is a Brisbane-based family
business that was established in 1984
with a vision of providing Australians
with a healthy snack alternative.
What is Bhuja?
It was the first product launched in
Australia, when farmers used to roast
their grains, cereals and pulses and
blend them with a variety of spices
to prevent them from deteriorating.
Different families created their own
mixes, which were passed down from
generation to generation.
How has the
business evolved?
During the early days, Majans
concentrated on the ethnic market
with the aim of delivering a product
that it could take to the market at
large. After 15 years of research and
development and investing in
technology, Majans felt comfortable
that it had perfected the product
and was willing to introduce a
healthier snack alternative to the
mainstream market in Australia.
In 2003 it launched its first range
of Bhuja with the tag line “ablaze
with taste and goodness.”
What was the
turning point for
the business?
There have been two crucial points.
In 2003 when Majans launched to
the mainstream market with its bold
exotic packaging and in late 2007
when Majan’s products became
100% natural and cooked in
sunflower oil. These were packed
in a stand-up doy bag and became
an international product overnight.
What is your unique
selling point?
Bhuja is a healthier salty snack
alternative which is 100% natural,
cooked in sunflower oil, free from
trans fat and gluten, a good source
of protein and fibre, cholesterol free,
low GI and with no added MSG.
What products are
in your range?
There are five; original, cracker,
fruit, nut and peas. The number
one selling is Bhuja Original
Mix, followed by Nut Mix, Cracker
Mix, Peas and Fruit Mix.
Are you introducing
any new lines?
We are a very innovative company
and invest heavily in product RND.
We have ten new products ready to
come into the market, however we
will space these out over the next
few years.
Why should retailers
stock your product?
Not only do they taste great, but
they are also loaded with goodness.
MAJAN BHUJA
It is one of the few products that
retailers can put in the mainstream
snack section and be able to claim
so many health benefits, especially
gluten-free. In America it has already
become the number two selling
gluten-free snack. Once your
customers have eaten the product
they will continue to come back to
repurchase.
Do you supply POS
material?
We are able to offer stands and
posters for retail customers.
www.specialityfoodmagazine.co.uk 19

FAIRFIELDS FARM CRISPS
BAG
In the
With three years under its belt and a growing list
of high-profile stockists, Fairfields Farm Crisps is
proof that even when it comes to snacking, local
flavours and provenance are the key to success
Approaching its third year in
business, Fairfields Farm
Crisps has truly proved
itself as a local brand with real
clout. Launched by husband and
wife team, Robert and Laura
Strathern, speciality potato growers
from Colchester, in Essex, Fairfields
Farm Crisps has proved a successful
diversification. The crisps
themselves are made from handselected
potatoes before being panfried
in sunflower oil and flavoured
with a wide variety of locally
produced unique flavours.
And this is perhaps Fairfields'
greatest selling point. Explains
Laura Strathern, “We have linked
up with producers such as Aspall
Cyder from Debenham, in Suffolk,
The Chilli Company in Suffolk for
our Sweet Thai Chilli flavour (chillies
grown in Suffolk!) and Suffolk
Farmhouse Cheese.” Other popular
flavours in the range include Wicks
Manor Smoky Bacon, and a Parsnip
Crisp made using local Essex honey
and black pepper.
“Our aim was, and still is, to
combine our speciality potatoes
with other like-minded small
producers, to achieve what is a
uniquely local product,” continues
Mrs Strathern. All the flavours are
100% natural, and available in
100g and 40g bags, they were also
recently given Vegetarian Society
approval, making them suitable for
even more snack-loving consumers.
Early years
Although less than three years in,
Fairfields Farm Crisps now boasts a
growing list of independent retail
outlets, serviced directly, or through
wholesalers. The crisps can also be
found in National Trust sites, on
National Express Railways, and East
Anglian Co-operative stores. More
recent successes include a listing in
prestigious department store, Harvey
Nichols and a deal with high-profile
London cafe, benugo, with its 28 sites
across London including the V&A.
“The business has gone from strength
to strength over the last year,”
explains Mrs Strathern, “The deals
with Harvey Nicks and benugo have
been an added achievement that
allow us to expand the profile of the
brand across London.”
With six flavours currently in
the range, the Stratherns have kept
the portfolio tight, preferring to
produce the perfect crisp than
experiment with an abundance of
creative flavours that don't quite
come up to the mark. “We work
very closely with our flavour-maker in
Manningtree, Essex, to ensure that
every product we introduce is
perfect. We are looking to create
another before the end of the year,”
continues Mrs Strathern, adding
“We haven't rested on our laurels
though and have been making
improvements to the thickness,
crunch and texture of our crisp with
a new slicing and cooking method.”
Point of difference
Although the snack market is
teeming with options, Fairfields still
receives new enquiries every day
from retailers looking for something
offering quality and provenance.
“We believe we gain constant
interest because we are still a
relatively new brand with a good
story,” reveals Mrs Strathern.
“Once people have tried the
crisps and are convinced on the taste,
they usually then like the fact that
they will be getting something that
not everyone else has, and also a
product that the large supermarkets
don't stock. We also pride ourselves
on a friendly and responsive customer
service,” she adds.
Despite the recession, local
brands clearly remain of real interest
to consumers. “Snacks are a
relatively cheap and sociable pastime.
During the economic downturn
snacking at home may prove more
appealing than eating out,” Mrs
Strathern reveals, adding that the
real growth in the crisp market has
centred on the hand-fried and
premium sector. “Generally the
customers we supply are interested
in the quality of the product and
the attentive service we offer, at a
realistic price, with a genuine USP,”
she explains. “As a small company
we believe that by growing our
own potatoes, using specialist local
flavours, and delivering on service
and quality, we meet the demands
of our customers very well.”
She continues, “People are
always looking for something
different, with an edge, so that's
definitely something for retailers
to conside when stocking up.
We believe that effective POS and
sampling still works best and it
doesn’t have to cost the earth,
it just needs a bit of imagination
and time. If customers are aware of
the product and the story behind it
they are more likely to buy.”
Fairfields Farm Crisps has
evidently got a strong future ahead
of it, but how can retailers ensure
that customers continue to buy and
support fledgling brands? “Shop
owners and producers need to help
each other to promote local, quality,
British food, through working with
suppliers and providing feedback and
advice,” advises Laura Strathern,
“That's what we always try to do
and it has definitely worked well for
us so far!” she concludes.
20 www.specialityfoodmagazine.co.uk

RICO MEXICAN KITCHEN
Take a Dip
Bringing innovation to the dip and salsa sector,
Rico Mexican Kitchen has carved a lucrative new
niche, explains Marcela Flores Newburn
What is the history
of the company?
I'm from Mexico and am absolutely
passionate about the fantastic quality
and taste of authentic Mexican food.
I found I wasn't finding anything
similar in the UK, so decided to
launch my own business.
Last year we sold hot food
and salsas at a local Belper Food
Festival and received fantastically
encouraging feedback. We were
busy the following months learning
about shelf-life, packaging and
sourcing ingredients to make
authentic Mexican food, and I found
a local grower who was willing to
have a go at producing the
ingredients we required.
My children came up with the
name Rico which means “tasty” in
Spanish, and Rico Mexican Kitchen
was born in November 2008. It is a
family business and we make all the
products ourselves in small batches in
our own production kitchen - it really
is a ‘Mexican Kitchen’!
How successful is
the business so far?
We won two prestigious innovation
awards in December 2008, one
month after launch! The -iNet
Innovation Award for Collaboration
for our work on packaging and shelflife
with Nottingham Trent University
and we were also crowned overall
iNet Food and Drink Innovation
Champion 2008.
How many people
do you employ?
At present, I do the cooking and
deliveries and Ian, my husband,
creates the labels. When we need
support with developing new
products, we have Diane Thraves
from Nottingham Trent University
who help us with this area; including
shelf-life, and it’s great to have this
expert advice. We also work very
closely with our lovely growers who
provide us with fantastic ingredients.
What products are
available?
There is the Mild Salsa, Salsa Verde,
Extra Hot Salsa, Mashed Spicy Beans,
Traditional Moleh Cooking Sauce
with Chilli and Chocolate and our
100% Maize Tortillas. All Rico
Mexican Kitchen products are vegan
and gluten free and have a 21-day
shelf-life.
Which product is
most popular?
The Salsa Verde, but we are also
about to launch our ready to eat
meals, all in sustainable packaging,
leakproof cardboard trays, in line with
our environmentally-friendly policies.
Where do you
supply to?
At the moment independent shops,
wholefood stores and delis in the
East Midlands and North West - we
are now also ready to expand to the
Yorkshire region and other UK areas.
We can also offer next day delivery
and there's no minimum order.
Why should
independent
retailers stock your
products?
We at Rico Mexican Kitchen pride
ourselves in offering an authentic,
healthy and delicious range of
products all without additives,
preservatives, or anything you
wouldn’t have in your own kitchen
at home. Plus, they are naturally
gluten free, suitable for vegetarians
and vegans and completely new to
the UK. They are also very tasty.
22 www.specialityfoodmagazine.co.uk

DARLING SPUDS
Hot
Potatoes
Two years in and there's no stopping the Darling Spuds crisp brand from
rising to the top, as founder, Judy Willis explains
What's the history
behind the brand?
Myself and my husband, Dave,
launched Darling Spuds in 2007.
With the strap-line “Lovingly made,
naturally flavoured” we have always
strived to produce high quality crisps
for independent delis, farm shops,
pubs, sandwich bars and hotels, etc.
What makes the
products so special?
I would say it's down to the
seasoning we use. It is always
gluten- free, suitable for vegetarians
and entirely natural. People also
seem to love our quirky packaging.
What developments
have occurred over
the last year?
Sales have been growing at over
60%. And, because we don’t have
a huge marketing budget, this has
mainly been through word of mouth,
but it feels as though the industry is
starting to notice us!
Have you launched
new products?
We've introduced our Sour Cream
with a hint of Mexican Chilli and
these have been received really well!
Considering it was launched later
than our other flavours, it’s weekly
sales have nearly caught the rest up!
What kind of
consumers are
turning towards
your products?
Because we don’t sell to the major
supermarkets, Darling Spuds are
bought by discerning food-lovers
who prefer to shop at their local
independent store and we believe
they are popular because they are
cooked to perfection, then seasoned
with extra tasty flavours.
Any successes
worth mentioning?
We have just been listed by
Harrods, Fresh & Wild and
Wholefoods, as well as loads of
independent retailers.
Why should retailers
sell your products?
Because they look fab, taste great,
and aren’t sold in the supermarkets.
We also have some great countertop
or free-standing stands available
free of charge.
How has the
snacking market
changed in the
last year?
Clearly times are tough for everyone
and we are all making savings
wherever possible, but the appetite
for premium hand-cooked crisps is
still strong and I think that in these
difficult times, people still like to
treat themselves occasionally with
an indulgent snack, whether sweet
or savoury.
What changes have
you noticed within
the business?
We have found that export is
very strong because the pound is
cheaper, making us more attractive
to other countries, especially the
Middle East, Japan, Australia and
China. I also think the trend towards
simpler food without additives will
continue unabated.
How will you
continue to react to
trends and move
with the market?
We’re not very scientific I’m afraid!
We just make things we like and
hope that others will too, so far it
seems to be working!
What top tip can you
offer retailers in the
months ahead?
Keep your product offer fresh to give
customers a reason to come back.
www.specialityfoodmagazine.co.uk 23