‘Simply Roasted’ announce first national listing in WHSmith Travel

Range of ‘Better For You’ crisps now available in 100 stores across the UK

On 14th July Simply Roasted officially launched into WHSmith Travel: the leading global retailer for news, books and convenience. Its first national listing, Simply Roasted has launched across 100 WHSmith Travel stores – bringing better for you snacking to consumers without compromising on taste or flavour.

Simply Roasted is the game-changing non-HFSS crisp range, created in Norfolk using a patented roasting process developed over a 10-year period. Always roasted and never fried – making it the only roasted potato crisp on the market – Simply Roasted crisps are made using a simple, whole slice of potato – offering all the taste, crunch and satisfaction of a traditional fried crisp but with 50 percent less fat, 25% less salt and under 99 calories (per serving). Stocked in WHSmith Travel stores at airport terminals, train stations, motorway services and more, Simply Roasted is the perfect snack whilst on the move. 

The news follows a series of wins for Simply Roasted, including The Grocer New Product Award 2021 for its Sea Salt crisps, The Grocer Top Launch 2021 in Bagged Snacks as well as their listings in Northern England supermarket chain Booths and the UK’s leading natural & organic grocery store Whole Foods.

On the new listing, Frances Duffy, Head of Sales at Simply Roasted says:

“WHSmith is a well-established on the go retailer for food and drink and is a great place to showcase new brands and innovative products, making it the perfect partner for Simply Roasted to bring our world-first roasted crisps to the busy impulse category. We’re delighted that WHSmiths have recognised the value our unique product can bring to the snacking category, and that in return we can help them create a stand-out HFSS compliant proposition in store.”

Delfina Russo, WHSmith buyer says:

“We are super excited about the launch of Simply Roasted crisps. This will be a great addition to our Crisps Range and an attractive option for customers looking to eat a low fat snack, but still looking for an amazing crunch and delicious flavours, made with premium ingredients . We think the products will be a great fit for our customers, and we are glad that they have joined WHS Travel and that we will be working together towards improving our customers’ journeys.”

Simply Roasted has launched with a collection of moreish and on trend flavours including: Sea Salt, Mature Cheddar & Red Onion, Sea Salt & Cider Vinegar and Black Truffle, with an exciting extended range to follow – sure to pique any flavour hunters’ interest.

Simply Roasted is backed by Venture Management Specialists Pilot Lite Group, which significantly reduces the risk normally associated with a Start-Up. This financial and commercial support means that the team can viably discuss larger-scale in-store marketing and POS support for retailers to ramp up sales activity very early in the buying process.   

Simply Roasted will launch in WHSmith Travel from the 14th July. Priced at £1.19 for a single serve bag (21.5g), WHSmith Travel will stock three flavours from the collection: Sea Salt, Mature Cheddar & Red Onion and Black Truffle.

Find out more at: 



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