Simply Roasted announces first supermarket listing in Booths


This month will see Simply Roasted launch into Booths: the family owned high-end supermarket chain in Northern England. It’s first supermarket partner, Simply Roasted will launch across all of Booths’ 27 retails stores and become one of the first non-HFSS compliant crisp brands to hit supermarket shelves – bringing better for you snacking to consumers without compromising on taste or flavour. 

The news follows a series of wins for Simply Roasted, including The Grocer New Product Award 2021 for its Sea Salt crisps and The Grocer Top Launch 2021 in Bagged Snacks.

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). 

On the listing, Rhys Harvey CCO of Simply Roasted, says: “Booths is a premium, highly reputable grocer with a commitment to selling the best food and drink available. This makes them the perfect partner for Simply Roasted crisps with our world first new crisp cooking process that allows us to deliver all the taste of indulgent crisps while being compliant for HFSS.  We are delighted that Booths has recognised the value we can add to their crisp category and that we’ve been able to support them in their preparations for the HFSS regulations coming in later this year’  

Emily Burr, Booths Buyer: “We are really pleased to be launching simply roasted crisps into stores, a great tasting product with great credentials too. A crisp brand fit for the future!”

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 at Booths from the 24th January. Impulse bags are priced at £1.29, while share bags are £2.39.