Fairfields Farm aims to revolutionise snack market with new microwavable crisps


Artisan crisp firm, Fairfields Farm, has unveiled the most exciting snack concept to date; Heat & Eat the first ever microwaveable bag of crisps with dip.

Heat & Eat consists of a 125g bag of hand-cooked crisps and a 50g dip. Two flavours will be available: Sea Salted with Tomato Salsa Dip and Cheese & Chive with Caramelised Onion Dip.

Designed to revitalise the snacking market and give consumers a whole new eating experience, Heat & Eat breaks new boundaries not just in concept, but also in packaging and design using a patent pack which enables consumers to tear the bag open, remove the dip, microwave on high for 30 seconds and then enjoy delicious, hot and fresh crisps, just as if they’d been handcooked at home.

“The hand-cooked snack market is now quite mature, with innovation centring around flavours, rather than concepts. That’s why Heat & Eat is so exciting,” explains Robert Strathern, founder of Fairfields Farm. “We’ve come up with something that’s not only unique, but that also creates a whole new snacking occasion. Heat & Eat is a talking point for friends, a tasty treat for couples and a delicious quick and hot snack for all the family.”

A year in the making, the idea for Heat & Eat was born from the company’s own love of its hand-cooked crisps eaten fresh from the fryer. “We love how amazing and fresh our crisps taste when they’ve just been cooked,” continues Robert. “We wanted our customers to enjoy that same experience so we began working on some ideas. There’s been some huge hurdles to cross, particularly with creating new packaging that simply didn’t exist before, however the final result is just as we imagined.”

Heat & Eat is packaged in a special, microwavable bag that can easily stand upright in any microwave. To help deliver the concept of Heat & Eat, Fairfields Farm has also linked up with Shazam. Customers can scan the pack and be transported to a Heat & Eat portal which will include a video and information on how best to enjoy Heat & Eat™.

Heat & Eat will launch in Tesco and other retail groups on 11 September and will be merchandised in the hand-cooked crisp aisle. RRP £2.49 for 175g bag (which includes a 50g dip).