Seabrook Crisps rebrands with new-look packaging

The dark blue design gives a sleek appearance, while the oversized font and bold use of color said to emphasize the flavors on offer. Seabrook Crisps has over 70 years’ worth of experience and the packaging emphasizes the brand promise ‘Bags of flavour, made with pride’, replacing the previous slogan, ‘Lovingly made in Yorkshire’. This change ties in with the brand’s focus on quality and flavour, which research revealed are the main reasons loyal customers choose the Seabrook brand.

The introduction is part of a rebrand for the Yorkshire-based food manufacturer, following extensive consumer research and aiming to reflect the quality of the range. This comes at a time where consumers are looking for more premium and high-end snacks, Seabrook Crisps said. 

Kevin Butterworth, marketing and international sales director at Seabrook Crisps, said: ‘The new packaging is really strong and it reflects the premium nature of the brand. We worked closely with branding agency Robot Food to create a design which feels high-quality without diluting the bold flavours Seabrook is known for.

‘The sharing market is in growth at the moment, so it’s important for us to have a quality product that responds to this and looks as good as it tastes. We carried out thorough market research during the whole redesign process and consumers felt the new packaging is attention grabbing and reflects the premium nature of the brand.’

The Lattice range includes flavors created in collaboration with local food and drink producers, including: Chicken Jalfrezi, created with Indian restaurant chain Akbar’s; Steak & Ale, produced in partnership with craft ale maker Black Sheep Brewery; and Chorizo, developed alongside charcuterie producer Three Little Pigs. 

The new packaging will hit shelves in March 2017 across the full Lattice range, which includes 40g and 120g bags in a unique ‘Peel & Share’ design, including Sea Salt & Red Wine Vinegar, Natural Sea Salt, Cheese & Onion, Black Pepper and Sea Salt, Chicken Jalfrezi, Steak & Ale and Chorizo flavors.