Seabrook Crisps now £74m brand purchased by 9m UK households

Seabrook Crisps has been performing phenomenally well in recent months and is growing at +32.2 per cent year on year, outperforming the category which is +3.7 per cent over the last 52 weeks. The Bradford-based brand, now worth £74 million, is also up +36.9 per cent in the last 12 weeks while total Crisps, Snacks and Popcorn (CSP) sits at +2.5 per cent.

The brand, manufactured by Calbee UK, added an additional 1.8 million households since January 2021 and is now purchased by almost nine million UK households. And while category growth slows, the brand’s growth accelerates. Seabrook is outperforming the market across all time periods and outperforms the competitive set across all measures.

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UK-wide distribution continues to grow for Seabrook Crisps, which now has 35 per cent national penetration. The brand is in over 1 in 2 households in the north of England and over 1 in 3 households in the remainder of the UK (excluding London at 1 in 5).

Seabrook’s 6x25g multipack range has also been performing exceptionally well this year with a brand value of £63m, penetration rate of 28 per cent and a total of 58 million packs sold. Multipacks have grown +£11.3m in the last year, with 84 per cent of this growth coming from new shoppers.

Its Loaded range, under the Seabrook brand, is now worth £8m and is outperforming some key snacking brands and key competitors who have higher levels of distribution. The range was created to bring a modern, on-trend twist to everyday snacks, bringing excitement to the category with bold and tasty flavours.

In April this year, Seabrook continued its partnership with Alton Towers Resort for the fifth year but expanded the offer to include Thorpe Park Resort. The on-pack promotion, which is running through to September, has been hugely successful for Seabrook Crisps over the years. This year, consumers will be offered two for one entry at Alton Towers Resort or Thorpe Park Resort in the south of England as national distribution grows.

The promotion will run across a selection of Seabrook Crisps Crinkle Cut Multipacks and 70g £1 PMP bags. Seabrook Crisps will be supporting the activity with an extensive marketing campaign to include TV advertising, digital and social media advertising as well as trade and consumer PR campaigns.

It’s been a strong half of the year for Seabrook Crisps but the brand has exciting plans for the rest of 2022 including a flurry of crisps and snacks NPD and TV advertising.

“It’s been a very strong year for Seabrook Crisps as the most recent figures show," said Jon Wood, Commercial Director at Calbee UK. "We’re incredibly proud to reveal that the brand is now worth £74 million which has accelerated greatly over the last year. In addition to our core Seabrook products, NPD such as our Loaded range, has also played a part in this incredible growth.

“The introduction of Thorpe Park to our on pack-promotion is a fantastic addition and demonstrates the brand’s national footprint which is only increasing, particularly in the south of England. We have some really exciting news to announce this year and hope 2022 continues to deliver excellent results.”