Wholesaler Booker has overhauled its frozen chips and fries range with ten new SKUs.
The chips fall under three newly created Booker catering brands – Chef’s Essentials, Chef’s Menu and Chef’s Premium – which replace its Chef’s Essentials, Chef’s Larder, and Chef’s Larder Premium brands. Each has its own new brand identity and positioning, giving three clear pricing tiers and a ‘good’, ‘better’ and ‘best option’.
The top tier Chef’s Premium range of frozen chips includes Super Crispy Skin-On Fries, Super Crispy Fries and Triple Cooked Chunky Chips. Created for a handmade look and feel, these chips are said to deliver a superior performance, taste and texture.
The mid-tier Chef’s Menu includes five products – Crispy Straight Cut Chips (10mm and 12mm), Crispy Steak Cut Chips, Crispy Julienne Fries, and Crispy Skin-On Straight Cut Chips – all clearly identifiable with colour coded packs, signposted chip sizes in millimetres and transparent windows to view the product inside. The five Chef’s Menu products are lightly coated to lock in flavour and to retain heat, shape, and texture, ensuring a fluffy centre and a satisfying crunch. Created to perform well on-premise, they also have a long holding time and remain stable, crunchy and hot within a takeaway and home delivery setting.
Booker’s Chef’s Essentials range features two entry-level products – uncoated Chunky Chips (14mm) and Straight Cut Chips (10mm) – presented in stand-out black and white checker board boxes, giving chefs professional quality, reliable and versatile products at a budget-friendly price point.
The chips come in 2.5kg bags with essential information such as gluten free and vegan clearly displayed.
Karen Poole, head of own brand and product at Booker, says: “We’re embarking on a journey to refresh, reinvigorate and reposition our own brand ranges under our three new Chef’s brands, with a bold packaging refresh to deliver clear product differentiation and brand recognition. We decided to lead our Chef’s brand overhaul with our frozen fries and chips core proposition; improving the formulations and coatings to ensure each variant has a satisfying crunch, fluffy centre, retains its heat and stays warmer and tastier for longer – however they are served.”
This is the first in a series of range reviews with Booker working on relaunching several other key categories this year.
Booker https://www.booker.co.uk/
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