Mexican heat is in the bag for latest addition at Pipers

By Scunthorpe Telegraph | Posted: 15 Jan 2018

CRISP connoisseurs haven’t had to wait too long for multi-award winning Pipers Crisps’ latest flavour.

Having patiently anticipated the eighth addition to the Elsham Wold portfolio for four years by the time Atlas Mountain Rosemary and Thyme hit the shops, pubs and delis in the summer of 2016, the ninth new flavour – Jalapeno & Dill – has now emerged.

The company, which has just been voted Britain’s best brand of savoury snack for the sixth year in a row, said it is based on research showing a growing demand for “strong, globally influenced flavours, authenticity of ingredients and heat, particularly within the millennial consumer market”. 

The peppers have been sourced from the delightfully named town of Delicias, 300 miles south of the US border town El Paso, in northern Mexico. And once again Pipers not only has the flavour in the bag – which may add to the staggering 37 Gold Great Taste Awards collected over the past decade – but the story too, describing supplier Rogelio Bermudez as “a passionate farmer who is determined to grow the very best chillies”. 

Combined with aromatic dill, it is seen as creating a unique fusion of tastes.

Katy Hamblin, marketing manager at Pipers Crisps, said: “We never launch new flavours just for the sake of it.

“We first look very carefully at food and flavour trends across the world and ask ourselves if we can meet those demands with a new line that tastes great, has strong provenance and complements our existing range.

“Jalapeno & Dill meets the current trend for heat and exciting flavour combinations that satisfy consumers’ desire for innovation. This is particularly relevant for 18 to 34-year olds, the most significant snack-buying segment.

“The uniqueness of our new product, which meets global flavour trends as well as the strong demand for premium snacks, makes Jalapeno & Dill a must-have item for driving sales revenue and margin.”

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Created by farmers keen to find new markets for local potatoes, Pipers now employs more than 75 people, delivering directly across the UK from regional hubs while also using distribution partners. The latter has seen it go global, with sales in more than 30 countries. 

Of the poll topping when it came to the annual survey of speciality food products on sale in UK delicatessens, farm shops and food halls, Katy added: “We’re so proud to have won the best brand award not just once, but six times in a row.

“It’s an especially important accolade because it’s voted for by the retailers themselves, our own customers.

“It shows that we’re not only doing the right things, but we’re also doing them well. We provide a consistently high quality product, exceptional customer service and great distribution.  These benefits are clearly valued by our loyal independent retailers and their customers.

“And flavour-wise we’re certainly not standing still either.”

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