Simply Roasted announces first London listing in Whole Foods Market

This March Simply Roasted has officially launched into Whole Foods: the multinational supermarket and leading natural & organic grocery store in the UK. It’s first London listing, Simply Roasted launches across Whole Foods’ seven London 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). 

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 listing in Northern England supermarket chain Booths.

On the new listing, Nat Cooper, senior trade lead at Simply Roasted, says: “I’m ecstatic that we’re launching our range into Wholefoods. There’s a clear synergy between our better-for-you potato crisps and their focus on unique food & drink innovation. Working in partnership together, we’re aiming to bridge the gap between traditional fried crisp brands & better-for-you potato alternatives, adding incremental value to the snacking category.”

Alex Foster, Whole Foods Makret buyer: “We are so excited to be launching Simply Roasted into our seven London Whole Foods Market stores. This is an exciting new brand to add to our range and after reading about the research and work that went into creating this brand, we knew it would be a great fit for our customers, who want innovative products with high quality ingredients. Simply Roasted ticks all the boxes. A fantastic crunch, delicious flavours, and a snack that you don’t feel guilty about!”

Simply Roasted is launching 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 Whole Foods from the 1st March. Impulse bags are priced at £1.19, while share bags are £2.29 at Whole Foods.