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Kettle Brand is venturing into the summer snack market with the introduction of its limited-edition Chilli Crisp chips, a product that capitalises on the growing popularity of chilli crisp as a flavour profile. This new offering is positioned to attract consumers seeking bold and innovative snacking options, reflecting broader trends in the food industry.

Chilli crisp, a condiment known for its spicy and umami-rich profile, has seen a significant surge in consumer interest, with a reported 125% increase in social media discussions over the past year, according to a recent Mintel report. Kettle Brand’s new Chilli Crisp chips aim to tap into this trend by combining the crunchy texture of kettle-cooked chips with flavour notes of sweet chili and garlic, creating a distinct snacking experience.

The launch of these chips aligns with Kettle Brand's strategy of introducing limited-edition flavours that resonate with contemporary consumer tastes. Previous offerings, such as Spicy Pimento Cheese and Gochujang, have also showcased the brand's commitment to innovation in the snack aisle.

Kettle Chilli Crisp chips will be available at select retailers across the US, including Whole Foods Market and Sprouts Farmers Markets, with a suggested retail price of $5.29. This pricing strategy positions the product within the premium snack segment, appealing to consumers willing to pay more for unique flavour experiences.

Kettle Brand's latest product could benefit from the current consumer shift towards bold flavours and high-quality ingredients. The popularity of chili crisp reflects a broader trend in the food and beverage sector, where consumers are increasingly seeking out snacks that offer both taste and texture.

Kettle Brand’s focus on flavour innovation is supported by insights from market research, indicating a growing consumer appetite for snacks that provide a fusion of familiar and exotic tastes. This trend is particularly relevant during the summer months when consumers are more inclined to explore new flavours for outdoor gatherings and social events.