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UK-based indie crisp brand Salty Dog is set to ignite the snack market with the launch of its bold new flavour, Fiery Jalapeno & Paprika, as part of an extensive revamp of its product line.

This launch comes alongside a refreshed brand identity aimed at captivating both long-time fans and a new generation of discerning snack enthusiasts.

Since its inception, Salty Dog has positioned itself as a custodian of quality in the crisp industry, challenging the dominance of mass-market producers with its commitment to hand-cooked, batch-fried crisps made from the finest ingredients.

Co-founder Dave Willis reflects on the brand's journey: “Perhaps it’s fair to suggest that we’d got a little set in our ways. However, a shift in our production set-up last year reinvigorated our ambitions and reminded us of our unique cache in the retail landscape.”

Fiery Jalapeno & Paprika is a response to the growing demand for innovative and flavourful snacks that align with contemporary consumer preferences for bold tastes and quality ingredients.

This new flavour joins an updated line-up that includes classic favourites such as Prawn Cocktail, Sweet Chilli, Ham & Mustard, British Roast Beef and Salt & Vinegar.

Willis added: “In these healthier living times, true snack enthusiasts only break ranks for something truly memorable. Fiery Jalapeno & Paprika is designed to deliver that unforgettable experience, making it the perfect accompaniment to any beverage or as a stand-alone treat.”