Calbee is launching Seabrook Loaded Rings alongside a packaging redesign across its entire Loaded range.

New Sour Cream & Onion Rings will be available from the beginning of July in a multipack, sharing bag and £1 price-marked pack (PMP).

Additionally, Loaded Seaside Salt & Vinegar Fries will be available in a sharing bag following success as a multipack.

Calbee expands Seabrook Loaded range with launch of Loaded Bites

The Loaded range is worth more than £8m since launching last year, with the broader Seabrook Crisps brand growing annually by 32.2% and worth £74m.

Claire Hooper, marketing director at Calbee UK, said: “The new pack design gives Loaded real shelf standout and links it more closely to the Seabrook brand, which has a loyal consumer following. 

“Loaded has performed extremely well in its first year and targets several different snacking occasions. We look forward to building on this initial success.”

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