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The latest innovation insight from Gama Compass
MANCHESTER – 16th March 2018: This month’s Innovation Insight looks at the changing fortunes of the traditional white potato, as ‘healthier’ vegetable alternatives put down roots within the frozen chips category. Under the microscope is a product that introduces new vegetable options to the frozen ‘potato’ aisle: Aunt Bessie’s Rosemary & Sea Salt Swede Chips.
Promoted as being “perfect when you fancy a change from classic chips”, Aunt Bessie’s Rosemary & Sea Salt Swede Chips represent the latest effort by UK manufacturer William Jackson to offer up more exotic alternatives to conventional potato products. Containing 92% swede alongside ingredients such as sunflower oil, pea fibre and rice flour, the new chips are pushed as a healthier option, with messaging indicating they are “1 of your 5 a day”, a source of fibre and baked rather than fried.
The launch of Aunt Bessie’s Rosemary & Sea Salt Swede Chips – alongside the similarly novel Smoked Paprika Carrot Chips – is in line with increased penetration of vegetable ingredients across traditional carbohydrate-rich food categories, as well as a general pattern of diversification within the frozen potato space.
With ‘carb heavy’ categories such as bread and pasta now being heavily impacted by the trend for low-carbohydrate foods, traditional potato products such as oven chips could also find themselves increasingly pressurised by shifting dietary preferences. As consumers increasingly opt for protein over carbohydrate as their primary source of food ‘fuel’, manufacturers in the frozen potato category should be primed to adapt accordingly, actively exploring alternatives to the traditional white potato to maximise opportunities in the health & nutrition space.
Image source: William Jackson
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Notes to editors
Tom Warden, Gama editorial director, is available for comment. To arrange an interview please contact +44 161 818 8700 or info@gamaconsumer.com.
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