Simply Roasted crisps secures national listings with Waitrose and Ocado – Retail Times


Simply Roasted ‘Better For You’ crisps continue to expand in the crisp category with the launch of their core range into Waitrose and Ocado this September. The range of on-the-go and sharing formats will launch into 230 Waitrose stores nationwide on Wednesday 14th September followed by a listing with Ocado on 28th September. 

The grocery expansion allows Simply Roasted to continue to lead innovation within the category and has been developed in response to the growing demand from consumers who are actively seeking out better for you snacking options, without compromising on taste or flavour. Going from strength-to-strength, the brand’s first nationwide listing is just in time with the celebration of Simply Roasted first birthday.

Simply Roasted is the game-changing non-HFSS crisp range, created in Norfolk using a patented roasting process developed over a 10-year period. Always roasted and never fried – making it the only roasted potato crisp on the market – Simply Roasted crisps are made by triple cooking a simple, whole slice of potato – offering all the flavour and more crunch than a traditional fried crisp but with 50 percent less fat, 25% less salt and under 99 calories (per serving). 

The news follows a series of wins for Simply Roasted, including The Grocer New Product Award 2021 for its Sea Salt crisps, The Grocer Top Launch 2021 in Bagged Snacks as well as their listings in Northern England supermarket chain Booths, WHSmith Travel, the leading global retailer for news, books and convenience, and the UK’s leading natural & organic grocery store Whole Foods. They are also listed with Brakes and a range of foodservice and wholesale partners.  

On the new listing, Frances Duffy, Head of Sales at Simply Roasted says: “We’re excited to expand our distribution across Grocery with Waitrose and Ocado, with the listings giving us our first nationwide supermarket presence. To achieve this within a year of launching is incredible, and testament to the demand we’re seeing within the impulse snacking category for non-HFSS products that don’t compromise on taste.

Simply Roasted’s collection of moreish and on trend flavours will all be available in Waitrose with Sea Salt & Cider Vinegar, Mature Cheddar & Red Onion and Black Truffle in impulse format and Sea Salt, Mature Cheddar & Red Onion and Black Truffle in sharer format. Ocado will be launching all 4 flavours in sharer format. Simply Roasted have an exciting extended range to follow – sure to pique any flavour hunters’ interest.

Simply Roasted is backed by Venture Management Specialists Pilot Lite Group, which significantly reduces the risk normally associated with a Start-Up. This financial and commercial support means that the team can viably discuss larger-scale in-store marketing and POS support for retailers to ramp up sales activity very early in the buying process.   

Simply Roasted will launch in Waitrose nationwide on 14th September and Ocado on 28th September. Impulse bags are priced at £1.19, while share bags are £2.29.





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Simply Roasted ‘Better For You’ crisps continue to expand in the crisp category with the launch of their core range into Waitrose and Ocado this September. The range of on-the-go and sharing formats will launch into 230 Waitrose stores nationwide on Wednesday 14th September followed by a listing with Ocado on 28th September.  The grocery…