Pictured above: (l-r) Gareth Smith and Karl Traae from Crips

East Midlands snack company Crips has won an order to supply 39 Tesco stores in the region with its new Crips 99Cals range of lower fat snacks.

The firm, which is based at Ingleby, near Derby, and sprang out of the Leicester-based Orange Tree Group of pubs, launched the products at Tesco stores in July.

The crunchy oven-baked wheat and potato snacks, with 70% less fat than traditional fried potato crisps, have been branded as the Crips 99Cals range to appeal to consumers looking for healthy snacks.

"We have been working for months on extensive market research and new pack designs for our Crips 99Cals range, which have only 99 calories per pack," said Crips managing director Gareth Smith. "We are delighted that we have launched them in 39 Tesco stores in the East Midlands. It's the perfect platform to launch what we think will be a flagship pack for us, as well as an important move in taking the brand forward into the multiple retailer sector."

Existing Crips customer Waitrose is also taking the new 99Cal bag at the end of August in 67 stores.

Crips 99Cals packs could be taken by Tesco stores nationally in the future following the East Midlands trial, added Gareth.

Caroline Bartrop, regional marketing manager for local sourcing in north & east of England for Tesco, said: "We are delighted to be the first retailer to be stocking the new Crips 99cal range in Tesco stores. Crips is a really innovative concept and we think the packaging will have great stand out on shelf."

The inspiration for Crips snacks came from Gareth's father Brian Smith, from Ingleby, who has been at the forefront of innovation in the food sector for 40 years.  Five years ago he shared his ideas for a healthier, oven-baked crisp with Gareth, who jointly runs the Orange Tree Group, which has pubs in Leicester, Nottingham and Loughborough. 

Putting together a team of close friends and technical experts, the partnership perfected a totally new-style snack that was low in fat but high in taste…and launched Crips in April 2008.

As well as coming top in independently conducted blind taste tests, beating five leading-brand healthy option snacks on taste, texture and appearance, Crips also scooped an innovation award from The Food & Drink Forum and an Enterprise Award from the Home-Grown Cereals Authority.

Crips are now sold in a wide range of outlets from Waitrose, Budgens, Selfridges, Fortnum and Mason, and Harvey Nichols to more than 500 independent cafés, bars, delicatessens and farm shops across the UK. They are served as club class snacks by British Airways and the firm also exports to Germany, Austria, France, Sweden, Norway, Switzerland, and Hong Kong, and is targeting other export markets such as the United Arab Emirates.

Tesco is the first outlet to take the new Crips 99Cals range of three flavours - Thai Sweet Chilli, Sea Salt & Balsamic Vinegar and Mature Cheddar Cheese & Spring Onion. The snacks are on sale in a wide range of Tesco stores from Brackley to Barnsley.

The deal represents an extra 20,000 bags of Crips snacks per month.

"The move into Tesco is excellent news for Crips, as a company, and we are now targeting Sainsbury's," said Gareth.   "Healthy snacking is a growing sector, and our Crips 99Cals range sits perfectly in the healthy snacking aisles. 

"We have been pleased with the volumes that we have achieved on sales to the independent stores and specialist retailers since launching Crips more than two years ago, but our contract with Tesco will help us to really make our mark as a top producer in the healthy snacks market, and hopefully help Crips become a household name."