Diamond Foods has teamed up with a number of UK brands to launched a range under its Kettle Chips brand in the country.
The new Chef's Signature line features three variants: Gressingham Duck; Yorkshire Wensleydale Cheese & Cox Apple Chutney after teaming up with The Wensleydale Creamery; and Maldon Sea Salt Flakes.
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Andrew Slamin, marketing director for Kettle Foods in the UK, said: "Building on our heritage as the original sharing crisp brand which created the category over 25 years ago, this new range will help to capitalise on consumers’ desire to buy premium products with real quality and provenance. Chef’s Signature achieved outstanding results in consumer research and we are confident that it will add value growth to the category."
The recommended retail price for the crisps is GBP2.29 (US$3.55) per bag.
Reporting Diamond's results for its fiscal third quarter to 30 April, president and CEO Brian Driscoll said sales in the UK continued to be "sluggish on a year-over-year basis as we cycled through favourable year-ago conditions".
However, he said Diamond was forecasting "the turnaround momentum is likely to begin during the second quarter of fiscal 2016".
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By GlobalDataDriscoll said he was confident Diamond's portfolio plans, an updated promotional strategy and cost reduction initiatives already underway would reposition the UK Kettle business for long-term growth.
