Fairfields Farm launches ‘revolutionary’ new warm crisp and dip packs - Heat & Eat

Fairfields new heat and eat crisps

Fairfields new heat and eat crisps - Credit: Archant

East Anglian crisp brand, Fairfields Farm, launches innovative new microwaveable snack.

Essex-based Fairfields Farm is about to launch a new snack it says will 'revolutionise' the market.

The family-run potato business, which manufactures its crisps near Colchester from plot to packet, introduces Heat & Eat – the first ever microwaveable bag of crisps, complete with a dip.

The 125g sharing bags (plus 50g dip) come in Sea Salted with Tomato Salsa, and Cheese & Chive with Caramelised Onion flavours, and the team behind Fairfields Farm say they hope the crunchy East Anglian treat will revitalise the market and give a brand new experience to consumers.

Packaged in a special, patented pack that easily stands upright in the microwave, the crisps are ready to eat after 30 seconds of heating, replicating that fresh, just-cooked taste and mouthfeel.

'The hand-cooked snack market is now quite mature, with innovation centering around flavours rather than concepts. That's why Heat & Eat is so exciting,' explains Robert Strathern, founder of Fairfields Farm. 'We've come up with something that's not only unique, but that also creates a whole new snacking occasion. Heat & Eat is a talking point for friends, a tasty treat for couples and a delicious quick and hot snack for all the family.'

A year in the making, the idea for Heat & Eat was born from the company's own love of its hand-cooked crisps eaten fresh from the fryer. 'We love how amazing and fresh our crisps taste when they've just been cooked,' continues Robert. 'We wanted our customers to enjoy that same experience so we began working on some ideas. There's been some huge hurdles to cross, particularly with creating new packaging that simply didn't exist before, however the final result is just as we imagined.'

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Fairfields Farm has linked up with Shazam, so customers can scan their pack and find a video and tips on how to enjoy their crisps.

Heat & Eat launches in Tesco and other stores from September, retailing at £2.49.

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