Halewood International, the UK firm behind Crabbie’s Alcoholic Ginger Beer, has taken the brand into the country’s branded nut category.

The company has launched three lines – a nut mix with lime pickle flavour and crystalised ginger pieces; a “Raj Mix”, which includes Indian noodles, ginger-spiced peanuts and dried fruits; and a bag of ginger-spiced, dry-roasted peanuts and cashews.

The products, flavoured with ginger in a link to the ginger-beer brand, have secured listings in Asda and Waitrose.

Richard Clark, head of innovation at Halewood International, said there had been a “lack of brand investment” in the UK category.

“Crabbies Nuts seeks to address this in combining superior quality products, with category leading brand support,” Clark told just-food today (22 September).

Clark said entering the snacks category was “the clear strategic choice” for extending the reach of the Crabbie’s brand beyond beverage alcohol. “The occasionality link between nuts and alcohol is strong,” Clark explained.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

He added that the ginger category is seeing “significant growth among consumers”. Halewood also plans to introduce two lines into the UK on-trade.

UK snack maker Sun Valley Snacks has teamed up with Halewood on the launch and Clark said both companies had set a goal of launching “premium products that were unique and would add excitement to both the consumer and the category”.

“From discussions with Sun Valley, it was decided that the nuts category was right for receiving new innovative products and that the ginger and spices associated with Crabbie’s would be a natural partner for the ingredients used at Sun Valley,” Clark said.