Pipers Crisps is launching a range of innovative snacks designed to tap into the fast growing ‘better for you’ (BFY) sector.

Pipers Crispeas are a fresh take on the British pea, available in three flavours - Matar Paneer, Salsa Verde and English Mint - offering a low calorie (less than 95 kcal per pack) source of protein and fibre.

Pipers Crispeas are gluten-free, wheat-free, barley-free and suitable for vegetarians.

The total BFY market is now worth nearly £125 million (9.3% year on year growth) and over half the population is now buying into the BFY category (Mintel Snacks Report 2017, Kantar 52 w/e 31st Dec 2017). In this segment two-thirds of shoppers are repeat purchasers and healthy eating snacks are being bought far more frequently, up to six trips a year.

Katy Hamblin, marketing manager at Pipers, said: “We’ve looked carefully at the trends that are driving the healthy snacking market. It’s clear that there are two key factors; taste and nutritional benefits. Protein as a cited benefit is an important global food trend with over 50% of consumers citing the need for more protein in their daily diet. But, overall, taste is still the key driver for snack purchasing consumers. That’s why we’ve combined three delicious flavours for our British peas, which are already naturally low in calories as well as a source of protein and fibre.” 

Pack sizes are 21g with a RRP of £1.19. Case sizes are 18 x 21g, with a product shelf-life of three months minimum (Date + 12 weeks). 

The brand has also just revealed a new pack design with clearer nutritional messaging which will be introduced during May.