Golden Wonder is testing a new brand of spicy crisps, called Quite Hot, and has launched an Irish-themed thick-cut crinkle called Murphy’s.
The Quite Hot range comes in three flavours – mustard, chilli, and curry – and is aimed at young men. The brand, to be sold in purple packs covered with flames, will be rolled out nationally in January next year if successful.
A Golden Wonder spokeswoman says: “Our research showed there is a gap in the market for more interesting and hot flavours.”
The crisp manufacturer has also launched Murphy’s, an Irish-themed thick-cut crinkle crisp in big bags, into pubs. The brand is available in four flavours: original, Irish cheddar and onion, Limerick ham and mustard, and salt and Irish keg vinegar.
Quite Hot is being test marketed in convenience shops, including Bells Stores, which has 38 outlets in the North-east.
David Goodwin, senior buyer for Bells Stores, says: “Sales are going very well. As a convenience outfit, alcohol and cigarettes account for half our sales and the fit is good since the crisps target 18- to 30-year-olds.”
Trials are also taking place in Scotland, in Mace and Morning Noon & Night stores, and the brand will be available in Shell Select forecourt shops from next month.