Calbee UK expands Loaded range under the Seabrook brand

Calbee UK has expanded its Loaded range, following the success of restaurant-inspired Loaded Fries, its first snacking product under the Seabrook brand which launched last year and is now worth almost £4.2m. The new crispy bite-sized range, Loaded Bites, brings a modern, on-trend twist to everyday snacks.

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Loaded Bites is available in two delicious flavours, BBQ Beef and Sour Cream & Onion in a 6x16g multipack, 55g £1PMP and 90g sharing bag. It is being produced at Calbee’s Deeside factory following a £2m investment which has created greater flexibility in the shapes and bases of snacking products that can be manufactured, opening up a raft of innovation opportunities for the business.

“We’re thrilled to expand our Loaded range to now include Loaded Bites, created to shake up the snacking category," said commercial director Jon Wood. "The range delivers a modern twist on some of the UK’s favourite snacking formats, we’re immensely proud of how Loaded Fries has performed since its launch last October and wanted to capitalise on its success by growing the range as part of our continuous innovation drive.

“Loaded Fries is the Seabrook brand’s first extension into the wider snacking market and the reaction has been extremely positive with both trade and consumers. We have high hopes for Loaded Bites performing just as well in the market.”