A BRADFORD-based crisps firm is now worth £74 million after a successful few months of trading.
Seabrook Crisps is growing at +32.2 per cent year on year - outperforming the category which is +3.7 per cent over the last 52 weeks.
The brand is also up +36.9 per cent in the last 12 weeks while total Crisps, Snacks and Popcorn sits at +2.5 per cent.
Snack time is calling you 🥪📞
— Seabrook Crisps (@SeabrookCrisps) May 4, 2022
Comment below which flavour Seabrook crisps you’re picking as your afternoon snack👇
The company, manufactured by Calbee UK, added an additional 1.8 million households since January 2021 and is now bought by almost nine million UK households. And while category growth slows, the brand’s growth accelerates.
Seabrook is outperforming the market across all time periods and outperforms the competitive set across all measures.
UK-wide distribution continues to grow for Seabrook Crisps, which now has 35 per cent national reach. The brand is in over one in two households in the north of England and over one in three households in the remainder of the UK (excluding London at one in five).
Seabrook’s 6x25g multipack range has also been performing well this year with a brand value of £63 million, penetration rate of 28 per cent and a total of 58 million packs sold. Multipacks have grown +£11.3m in the last year, with 84 per cent of growth coming from new shoppers.
In April this year, Seabrook continued its partnership with Alton Towers Resort for the fifth year but expanded the offer to include Thorpe Park Resort.
The on-pack promotion, which is running through to September, has been hugely successful for Seabrook Crisps over the years.
This year, consumers will be offered two for one entry at Alton Towers Resort or Thorpe Park Resort in the south of England as national distribution grows.
Jon Wood, commercial director at Calbee UK, says the firm has grown strongly over the last year.
He said: “It’s been a very strong year for Seabrook Crisps as the most recent figures show.
“We’re incredibly proud to reveal that the brand is now worth £74 million which has accelerated greatly over the last year.
“In addition to our core Seabrook products, NPD such as our Loaded range, has also played a part in this incredible growth.
“The introduction of Thorpe Park to our on pack-promotion is a fantastic addition and demonstrates the brand’s national footprint which is only increasing, particularly in the south of England.
“We have some really exciting news to announce this year and hope 2022 continues to deliver excellent results.”
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