Search

Tortillas proving a winner for Bowthorpe-based Kettle Foods

06:30 26 September 2012

Kettle

Kettle's new tortilla chips

Archant

Managing director of Bowthorpe-based Kettle Foods has said the brand’s new tortilla chip product has got off to a good start as the company also plans to bring back two flavours of Kettle Chips to celebrate its 30th birthday.

Dominic Lowe said that the company is “battling” its way through the recession, but continuing to grow.

He said: “We are doing very well. I would be the first person to say it is very tough. There is a lot of pressure from a customer that is relatively short of money. We are promoting more than we ever have in the past. We have just launched tortillas which have got off to a good start.”

Kettle Foods has sales of about £92m in the UK and is growing at about 3.6pc year on year.

Mr Lowe said the new Kettle tortilla had been taken up by all of the main players. “We have got more or less everybody using it,” he said. “Tesco, Asda, Sainsbury’s. Everybody has been very positive. I believe that Kettle is a brand that can stretch beyond Kettle Chips.”

The tortillas are made in Spain but are packed and distributed from Bowthorpe. Mr Lowe said: “It is all a very important part of keeping the profitability of Kettle. It’s all part of the same thing. Tortillas is a slightly younger audience. There is a real opportunity in that.”

He said that the business did have to strike a balance when it came to innovation.

“We can always do another flavour, but this feels like something different and more likely to provide incremental sales. It is getting the right amount, not too much.”

“It is really interesting for our customers. It is something new to try. It gives the retailers something to do and it allows us a bit of extra space. It is a strategic launch,” he added.

He said: “A new flavour is good as well, but it is not going to provide a long-term growth.”

Kettle is also re-releasing its sea salt, rosemary and garlic and blue stilton and port crisps for a limited period.

During March and April, the company ran a campaign on Facebook to get people to select which flavours from the past they would like to see relaunched and the two flavours won.

He said the company was also looking forward to Christmas.

He said: “My experience is that it is the one time a year people will still make sure they have good quality food in the house. We have another great Christmas planned.”

HOT JOBS

Show Job Lists

Insight

Employers in East Anglia are paying staff more and looking at benefits packages in a bid to attract and retain staff.
Photo credit: Philip Toscano/PA Wire

If you excel at your job then now might be the time to speak to your boss about a pay rise or equally look for an upgrade in your benefits package.

                                 Managing Director of Bakers and Larners of Holt, Michael Baker, pictured at the Holt department store.

Picture: MARK BULLIMORE

Family businesses are the lifeblood of the economy, but can often be weighed down by tradition. Now a report seeks to champion the region’s oldest family firms. Business writer SABAH MEDDINGS reports.

Green 100

cover

Enjoy the Green 100
digital edition

Read

Mustard TV

Meet the Team

Mark Shields

Business Editor

|

Chris Hill

Agricultural and Farming Editor

|

Shaun Lowthorpe

Business Publishing Editor

|

Sabah Meddings

Business Writer

|

Kate Royall

Business Writer

|

Duncan Abel

Business Development Manager

Business Most Read

Awards

Norfolk Future 50 EDP Business Awards Green 100

Business Most Commented

Newsletter Sign Up