Kettle Foods is launching Kettle Ridge Crisps, which are described as combining "a crispy ridged texture with big bold flavours".
The four flavours are: flamed steak; cheese & onion; spicy chilli; and salt & malt vinegar. They come in 150g bags with a recommended retail price of £1.59.
The launch is supported by a national press advertising campaign which is aimed at 25 to 40-year-olds who love snacks.
Ads with the message ’Ridged for extra wallop’ are appearing in weekend supplements such as the Sunday Times Magazine, The Sun’s new Buzz magagine and women’s weeklies including OK!, Grazia, Hello and Heat.