The brand launched in 1997 with an image rooted in traditional cooking methods. It is sold in branches of Tesco, Asda and Sainsbury's in Wales, and in Starbucks nationwide.
From next year the brand will be available in at least one major supermarket chain in England. The tie-up has prompted it to introduce foil packaging, primary colours and an image of the product on-pack.
The company hopes to make the brand more widely known before extending distribution to supermarkets outside Wales. The product will also be distributed in Moto motorway services, Compass airport outlets and the Holiday Inn chain.
Real Crisps founder and sales and marketing director John Mudd said that the old packaging - which featured a man cooking potatoes - made Real Crisps look dated. "It was too niche and was positioned alongside the likes of Kettle Chips. We want to bring the brand to a wider audience than the indulgence market," he added
Real Crisps will be positioned as a quality alternative to its competitors and will be backed by a consumer ad campaign that will include press and radio executions, a sampling programme and a presence at trade exhibitions.
Creative, by branding agency Rise Marketing, will be based on the theme of 'Real crisps, real taste'. Rise was also responsible for Real Crisps' revamped pack design.
The range includes Salt & Malt Vinegar, Ready Salted, Strong Cheese & Onion, Jalapeno, Salt & Black Pepper and Roast Ox flavours, all of which have been fried in olive oil. They are available in 35g, 50g and 150g packs.
According to the company, Real Crisps' share of the UK hand-cooked crisp category is between 10% and 15%.
This article was first published on Marketing