Food companies team up to launch a revolution in crisps

FOOD manufacturer Symington's has launched a crisp made from bread which it claims has the potential to revolutionise the £1.1bn UK crisp market.

Symington's, which is one of Leeds' fastest growing businesses, has secured a licensing agreement with Bradford-based crisp company Seabrook and the product, called Bread Crisps, is set to appear on the shelves of 250 Morrisons stores across the country from next week.

It will be rolled out to other national retailers in the new year, with final negotiations currently taking place with Asda and Sainsbury's, and the company is in talks with Tesco.

Chief executive of Symington's David Salkeld told the Yorkshire Post over the next five years the company could create "hundreds and hundreds" of jobs through acquisitions and new product development. Next year alone, the company is looking to install another 10 production lines to cope with its growth. Mr Salkeld said there could be a net creation of between 50-100 jobs next year.

Symington's, which was bought by Mr Salkeld and Henrik Pade, marketing director, four years ago, has tripled in size since then, making six acquisitions and launching 500 new products. Spread across two sites in Leeds and two sites in Bradford, Symington's manufactures foods such as soup, noodle snack pots, couscous, pasta, stuffing, home baking products, croutons and snacks.

Turnover is forecast to hit £135m this year, with pre-tax profits at £12m. Mr Salkeld said he expects turnover to reach £165m by the end of next year, adding that the firm's long-term target was £500m to £700m over five years.

Aside from being made from finely sliced pieces of bread, Andrew Wade, marketing manager, explained that Seabrook Bread Crisps also differ from "a normal crisp" as they are baked rather than fried. He said they are "inherently a healthier snack", adding that the dough has real ingredients in it and is also tumbled - turned in a cylinder with seasoning - to create "that initial hit of flavour".

Mr Salkeld said: "At 12 per cent fat, you couldn't call it a low fat product, but it has one third of the fat content of standard crisps." A typical 25g serving is between 101 and 107 calories. He added: "It's an absolutely unique product. It does what it says on the tin. It's a bread crisp."

Mr Salkeld explained: "We see it as a potential revolution in the crisp industry. My own view is this could be huge for Symington's. The savoury snacking category is worth £1.7bn and if we could take one or two per cent of that market that would be huge."

The product is targeted at the crisp sharing market, worth £638m in the UK. Mr Wade said: "That's a growing area in the market. Entertaining at home with friends and family is an increasing trend when times are hard. These products are perfect for that."

The company's Millerdale site in Bradford, which employs 45 people and where Seabrook Bread Crisps are being produced, is historically a crouton manufacturer. The production of Seabrook Bread Crisps on the site will mean the factory will be fully operational throughout the year. The typical sales period for croutons is over the summer months.

Mr Salkeld said: "The potential is absolutely huge for this little factory in Bradford. This factory and business was bought in June 2008 and it had a turnover of £2.1m. This coming year it will be at £5m."

Symington's invested in a flavour tumbler and a filling line as part of the new venture to launch Seabrook Bread Crisps. Bradford-based Weidenhammer has been commissioned to create the tubs and lids in which the new product is packaged.

Pringles and Doritos are among the key competitors to Seabrook Bread Crisps. Mr Salkeld said: "Pringles is about a £100m business. If we took 10 per cent of Pringles it would be a £10m business."

Seabrook Bread Crisps, which come in four flavours, are expected to perform well in the run up to Christmas and the New Year, said Mr Wade. The products are going to be available for sampling in 170 Morrisons stores in early December.

Tim Caseldine, commercial director at Seabrook, said: "We're always looking for new and exciting offerings for our customers so are thrilled to be launching a genuine first for the snacking market."

Mr Salkeld added: "Because of the growth of the company it is quite a challenge for us in terms of space." Symington's is working with Leeds City Council to put infrastructure plans together, said Mr Salkeld.

Ingredients of success

SYMINGTON'S was bought by David Salkeld and Henrik Pade, who are both key shareholders in the business.

They acquired the business in a management buy-in in September 2007, with backing from Bridgepoint Development Capital and Yorkshire Bank.

Among the company's brands are Ainsley Harriott, Golden Wonder: The Nation's Noodle, Mug Shot, Chicken Tonight and Ragu. Symington's acquired Chicken Tonight and Ragu from Unilever earlier this year, and plans to re-launch them next year.

The business exports £3m worth of food, £2m of which goes to Australia. The company was originally set up by William Symington in 1837 when he invented dried soup.

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