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.
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.