Upper crust of the crisp world: At £4 a bag, welcome to a 'new concept of potato chip'

by Sadie Whitelocks - 17/05/2011

"From pubs to picnics, crisps are a firm British favourite and the recession has seen sales of the low-priced potato snack soar."

But as the economy gradually stabilises a new breed of crisp is ready to hit the UK market boasting a £4 price tag.

Produced in the mountains of Andalucia, the San Nicasio Patatas Fritas are being marketed as an authentic Spanish delicacy.

The top-tier crisps are aimed at tapping into the growing taste for tapas and the makers claim that they are handmade from some of the best ingredients in the world.

However many are wondering if the Spanish crisp will attract British consumers with an estimated price of £3.49 to £3.99 for a 190g packet .

Trade magazine The Grocer asked: 'Will British crisp-lovers fork out almost four quid for a new super-premium snack?'

PRICE COMPARISON: UPMARKET CRISPS

High price: Soon to launch on the UK market, the San Nicasio Patatas Fritas boast a hefty price tag at £4 per 190g packet
Tyrrells

San Nicasio potato chips

Extra virgin chips

£2.10 per 100g (e)

Tyrell's

Lightly sea salted potato chips

£1.50 per 100g

Kettle Chips

Sea salt with black peppercorns

£1.40 per 100g

Walkers

Ready salted crisps

£1.16 per 100g


The crisps are said to be handmade with extra virgin olive oil, Catalan potatoes and Himalayan pink salt.

Mike Coleman, from distributor Fayrefield Foods said: 'They are twice the price of anything else but you can definitely taste the difference.

'The crisps are made with extra virgin olive oil and produced at the place where the olives are pressed.

'We are approaching the top end distributors, looking at the top one thousand independent retailers from delicatessens to farm shops.'

Grocer magazine highlighted that the recommended selling price of £3.99 would be equivalent to £ 2.10 per 100g, well above Tyrrells' and Burts' £1.89 for a 150g bag and Walker's Extra Crunchy at £1.69 for 150g.

Fayrefield is targeting upmarket independent retailers but hopes supermarkets will eventually stock the brand.

À la carte: The Spanish crisps are being marketed as a top-tier snack made with extra virgin olive oil, Catalan potatoes and Himalayan pink salt

Mr Coleman added: 'We would eventually like to see the product stocked at Harvey Nichols and Harrods but we are in the early stages yet.

'They have been a sell-out success at the Cheshire Smoke House, one of the most popular high-end retailers in the 'golden triangle' of Cheshire, frequented by footballers and local business men.'

The San Nicasio chips company was set up in 1999 in Priego de Cordoba by Rafael del Rosal Lopez and his wife Carmen Osuna.

A survey by Publican magazine last year revealed low-priced ready-salted crisps as Britain's favourite pub snack with peanuts, pork scratchings and upmarket crisp brands lagging far behind.

Senior Food and Drink Analyst at Mintel, Kiti Soinien said: 'The recession saw a clear increase in the tendency to treat oneself to less healthy foods, with a shift from the boom mode of self-improvement through healthy eating towards comfort food.

'In many ways, crisps are seen as the perfect little treat for these times.'

Crisps are the UK’s third-most popular snack, after fresh fruit and chocolate.according to a recent market research survey conducted by TGI.

More Details: http://www.dailymail.co.uk/femail/article-1387635/San-Nicasio-Patatas-Fritas-upper-crust-crisp-world-4-bag.html