Norfolk-based hand-cooked crisp brand Kettle Chips has announced the launch of its new Thai Sweet Chilli seasoning, which is made with a Thai-inspired recipe.

Phil Hovey, the innovation chef at Kettle Chips who developed the new flavour, said: “We are extremely excited to be launching this Thai Sweet Chilli variety, featuring iconic Thai ingredients with real depth and interest that take consumers on a flavour journey unlike any other.

“The new SKU combines the perfect blend of Thai spices, bringing spikes of soy, star anise and coriander, complemented with bold chilli and an underlying sweetness to offer a delicate balance of this complex mix of flavourings.

Kizzy Beckett, senior brand manager at Kettle Chips, said: “We thought it was time to bring something more flavoursome and interesting to the table and consumers have agreed. When we first taste-tested our Thai Sweet Chilli crisps with consumers, we were amazed to see such a strong preference for our new recipe. Even our earliest product tests showed that consumers are 23% more likely to purchase Kettle Thai Sweet Chilli than the next market leader. There was a big gap in the market for a more authentically Thai seasoning from a trusted brand, which we have now filled.

“This new launch will be supported with an exciting nationwide marketing campaign going live later this year, including TV idents, a robust social media activation and an innovative PR launch. We’re certain our new Thai Sweet Chilli variety will spice up the category.”

This new launch will be widely available across major retailers from early April at £1.99.