Calbee has unveiled new Loaded Rings in a tangy Sour Cream & Onion flavour, and available in multipack, sharing bag and £1 PMP formats.
The launch coincides with a packaging redesign for the Loaded range, which launched last year under the Seabrook brand and is worth over £8m.
The Loaded line-up also includes Crunchy Cheese & Bacon Fries and Seaside Salt & Vinegar Fries.
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.”
