Strong growth means more investment at Seabrook Crisps owner Calbee UK

Calbee UK has announced that it will accelerate growth investment plans thanks to its strong performance. The business saw turnover increase by 16.6 per cent and operating profit increase by 59.2 per cent, in the latest reports and accounts to December 2023.

Having made a significant £3m investment in its Deeside manufacturing facility in 2023, the business is continuing to invest, with a further £12m expansion now well under way at its Bradford crisps site too. Phase two of that expansion will now be brought forward to keep pace with growing demand.

Calbee UK brands are now worth over £98m in retail sales value and are growing in both value and volume. Seabrook is now the UK’s second largest crisp brand by volume, outperforming the category by six per cent.

This has been achieved through core crisps growth but also extending the Seabrook brand into more formats, meeting more consumer needs and addressing more snacking occasions. Calbee has also step changed its investment in marketing support over the past five years and 2024 will see the company’s largest spend and TV campaign to date.

In addition to the investment in marketing support and its own product portfolio, with new and innovative flavours and formats added to the branded range, Calbee UK will continue to build strategic retailer own brand partnerships.

“As would be expected, we are pleased with our strong 2023 results and continued growth,” said Group Finance Director for Calbee UK, David Tickner. “We were excited to announce the £12m extension to our Bradford manufacturing facility this year, complementing investments made in Deeside last year.”

Group Managing Director for Calbee UK, Daniel Woodwards, added: “As we continue to invest in capacity and capability in an increasingly competitive market, we are pleased to see that our proposition clearly resonates.

“The business performance further strengthens our position as the number one crinkle cut crisp brand and the number two crisp brand in the UK by volume*. We have much to celebrate as we explore new snacking formats and flavours and continue to support our Masterbrand strategy for Seabrook.

“While we may not realise the full benefit of our investments until 2025, we are encouraged by confidence in our proposition and expanding portfolio of crisps and snacks. The response from shoppers wanting quality, branded products that deliver everyday value, continues to underpin and validate our investment plans.”