Made For Drink to enter potato crisp category

Snack company Made For Drink has announced that it is expanding into the UK potato crisp category with the introduction of two new products.

The brand’s new Chicken Salt Fries feature thin-cut potato fries paired with popular Australian seasoning chicken salt and are designed to be enjoyed with a cold beer.

Made For Drink worked with seasoning house Mitani, which has been producing chicken salt for more than 40 years, to create the vegetarian-friendly offering.

‘Made for aperitivo’, the brand’s new Tapas Fries feature a mix of thin-cut straw fries and crisp slices of Spanish chorizo, seasoned with olives, sun-ripened tomatoes and paprika. 

“Having taken the time we needed to bed down as a business, team and a brand, we felt 2021 was the perfect moment to build upon a blossoming off-trade/online reputation by taking an ambitious ‘next step’ into the £1 billion potato crisp category,” said Made for Drink founder, Dan Featherstone.

“We have shown our ability to bring new foodie shoppers into the snacks category through our unique brand proposition, products and reputation. We’ve had this idea for a range of ‘fries’ products for some time, in fact we’ve been buzzing about it for ages and they are absolutely delicious. They will be our biggest and best-selling products; they are that good.”

Both lines launch in April into Sainsbury’s and will also be available from the independent sector.