Simply Roasted announces first national listing

Simply Roasted has officially launched into WHSmith Travel: the leading global retailer for news, books and convenience.

Its first national listing, Simply Roasted will launch across 100 WHSmith Travel stores.

Simply Roasted is a non-HFSS crisp range, created in Norfolk using a patented roasting process developed over a 10-year period. Always roasted and never fried – making it the only roasted potato crisp on the market – Simply Roasted crisps are made using a simple, whole slice of potato – offering all the taste, crunch and satisfaction of a traditional fried crisp but with 50 per cent less fat, 25% less salt and under 99 calories (per serving).

The news follows a series of wins for Simply Roasted, including The Grocer New Product Award 2021 for its Sea Salt crisps, The Grocer Top Launch 2021 in Bagged Snacks as well as their listings in Northern England supermarket chain Booths and the UK’s leading natural & organic grocery store Whole Foods.

On the new listing, Frances Duffy, head of sales at Simply Roasted said WHSmith is a great place to showcase new brands and innovative products, making it the perfect partner for Simply Roasted to bring the “world-first roasted crisps” to the busy impulse category.

She said: “We’re delighted that WHSmith have recognised the value our unique product can bring to the snacking category, and that in return we can help them create a stand-out HFSS compliant proposition in store.”

Delfina Russo, WHSmith buyer said of her excitement about the launch: “This will be a great addition to our crisps range and an attractive option for customers looking to eat a low fat snack, but still looking for an amazing crunch and delicious flavours, made with premium ingredients. We think the products will be a great fit for our customers, and we are glad that they have joined WHS Travel and that we will be working together towards improving our customers’ journeys.”

Simply Roasted has launched with a collection of moreish and on trend flavours including: Sea Salt, Mature Cheddar & Red Onion, Sea Salt & Cider Vinegar and Black Truffle, with an exciting extended range to follow.

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