Bensons to reopen factory after own-label crisps boost

Bensons Crisps is to reopen its Newport factory just one year after closing it down at a cost of 2m. This follows increased demand for its supermarket own-label multipack crisps.

The South Wales factory was shut down with the loss of 200 jobs in February 1995, following the opening of a new 10.5m site in Kirk-ham, Lancashire.

Bensons’ marketing director John Mudd will not estimate how much it cost to reopen the factory, but admits the venture has been “very expensive”. He says the decision is due to an unexpected surge in demand for own-label multipack crisps.

It is believed both Asda and Iceland have increased orders for own-label crisps from Bensons. Multi- packs accounted for 64 per cent of Bensons sales in 1996, compared with 51 per cent in 1995.

When the Newport factory reopens in April, it will manufacture standard-sized packet crisps. However, the Kirkham plant will concentrate on multipack crisps and snacks.

One broker says: “Bensons is enjoying strong trading at the moment and is expected to post profits of about 2m next month.

It is a refreshing change from the problems which dogged the company almost constantly in the early Nineties.”

Bensons is currently number four in the crisps market, behind Walkers, KP and Golden Wonder.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here