SNACKS manufacturer Seabrook is looking to take a bite out of the international market, including Australia, with a number of new export deals.

The firm, based in Duncombe Street, Bradford, has its sights on the Australian market with a new deal in the pipeline this month to boost growth overseas.

It has also developed a number of key relationships at the recent Gulfood 2017 in Dubai, one of world’s largest annual food and hospitality events.

This follows Seabrook Crisps signing its first export deal to supply a supermarket chain in the Middle East last year.

They now supply its Lattice crisps to the LuLu Hypermarket chain in the Gulf, initially in stores across Dubai, as part of the retailer’s Best of British event.

The first shipment comprised 120g bags of crisps in various flavours which featured in LuLu stores from April last year.

LuLu Hypermarket has stores across the Gulf region, including the United Arab Emirates, Oman, Qatar, Kuwait, Bahrain, Egypt, Saudi Arabia and India.

Since its first deal with LuLu, Seabrook has expanded into 15 countries, securing well-known customers including Monoprix (France), Carrefour (Spain), convenience chain 7-11 (Hong Kong), Walmart (China) and LuLu’s Choitrams (a multiple retailer in the Middle East).

The brand is also exploring strategic private label opportunities on an international level to help further boost sales.

The new deals are part of a sustained international growth plan for the crisp manufacturer, which has also appointed corporate advisers to explore strategic options, including overseas acquisitions.

Kevin Butterworth, marketing and international sales director at Seabrook Crisps, said its products had appeal to international customers.

He said: “We’ve been overwhelmed by our success overseas and we are striving to boost our growth even further. Our international product has good appeal, with long shelf-life and flavours relevant to the non-UK market and our customers warm to our British heritage.

“The brand’s Gluten Free and vegetarian-friendly credentials also give us a competitive edge and our premium Lattice Crisps are a real innovation in the international arena.”

Mr Butterworth added: “Presence at Gulfood 2017 reinforced Seabrook’s position in the Middle East as key volume markets of Saudi and Kuwait will take orders in the next couple of months.

“It also provided good opportunities to drive more growth in China and enter some of the Asian markets.”

Seabrook was founded in 1945 by Charles Brook, and the name arose because of an error in a photo-processing shop; instead of writing ‘C. Brook’ on a film, a clerk wrote ‘Seabrook’. Original production was in Allerton, but in 1979-80, a larger factory opened in the Princeville area of Bradford. Production continued at the Allerton factory until 2004.