East Anglian-based crisp producers, 10 Acre, are relaunching into retail with a new range of carbon neutral, hand-cooked, HFSS compliant, vegan and gluten-free crisps which don’t compromise on flavour.
Using potatoes grown on their farm and fried on site for incredibly low food miles, the new range will launch with five varieties: Cheese & Onion Flavour, Fried Chicken Flavour, BBQ Beef Flavour, Sea Salt and Cheesy Chilli Flavour, all of which will be available in both sharing and single serve formats (Sharing Bag: 135g, RRP: £2.30. Single Serve: 35g, RRP: 90p). The range is free from all major allergens and contains 30% less fat when compared to traditional fried crisp brands – but still with a a taste consumers know and love.
Especially developed to meet the demands of the current retail environment, as a non-HFSS range, 10 Acre can be promoted in store without restrictions. Robert Strathern, co-owner of Fairfields Farm Produce – which makes the 10 Acre brand – says: “We’re incredibly proud to launch 10 Acre’s new range into the market. We’re never ones to shy away from a challenge, so when the new HFSS legislation was announced, everyone thought it would be impossible to have a fried crisp that would not compromise on flavour, yet here we are. The new 10 Acre branding gives a subtle nod to nature and sustainability, with hand-illustrated graphics across the range, marking our commitment to being carbon neutral and running the farm for the benefit of the future, not just for now.”
The range’s packaging brings the new look 10 Acre to life, incorporating vibrant colours and a modern, uncomplicated look that puts the brand and its credentials front and centre. At a glance, consumers can see the range is vegan and gluten free, but also that the company has prioritised sustainability as a key selling point at relaunch. Alongside illustrations of wildlife from around the 10 Acre farm by artist Susan Burghart, the brand is putting its carbon neutral credentials firmly on show, as demand for eco-friendly products continues to rise.
10 Acre’s NPD incorporates their research insight which showed that 80% of consumers who are already meat-reducing still love the taste of meat, which is why their range features exciting innovation in their vegan Fried Chicken and BBQ Beef flavours. Flavours like these enable the brand to truly target the growing plant-based crisp audience, which has been overlooked to date.
10 Acre will be supporting the launch with a marketing mix that covers earned and owned support, alongside a PR, social media and influencer campaign that will be timed alongside an in-store launch.