Golden Wonder is launching new Flame Grilled Steak and Paprika flavoured Ridges – crunchy, ridged crisps designed to raise the “steaks” (and the ridges) on flavour and texture in the snacks aisle.
Ridge crisps are already popular – they now account for 30 per cent of Total Crisp sales – in fact, 75 per cent of consumers recently surveyed had bought Ridged or Crinkle Cut crisps in the past 12 months. Their deeper grooves deliver a bigger hit and an unmistakable crunch. Thicker, punchier and more satisfying, they’re the go-to for shoppers looking for a proper hunger-busting snack.
When it comes to flavour, Golden Wonder is right on the money. Meaty and Spicy variants dominate the Ridged segments, making up over 50 per cent of all Ridge Crisps sales. That means the new Flame Grilled Steak and Paprika flavours are perfectly placed to “steak their claim” and “fire up” category growth. [That's enough puns! – Ed]
For independent retailers, it’s a welcome launch: Price-marked packs (PMPs) continue to drive convenience sales, accounting for 81 per cent of snacks, with sharing PMPs (£1+) making up over half of the category. Golden Wonder’s own sharing PMPs are already outperforming the market, growing at +24.2 per cent vs. just +0.4% overall – proof that shoppers are hungry for great value and big flavour.
The new Ridges range lands as a ÂŁ1 PMP sharing bag, delivering standout value alongside the signature More Punch per Crunch experience.
Available in 57g packs from mid-May in cash & carry (and a six-pack format for lunchbox snacking), it’s a range built to drive both impulse and repeat purchase.