Britania launches crisps in new diversification strategy - Business Today News
Connect with us

Business News

Britania launches crisps in new diversification strategy

The launch of Tingles crisps is aligned to meeting the needs of a growing aspirational middle-class consumer increasingly in search of on-the-go convenience snacking options

Published

on

Britania Foods CEO Robert Kagundah. The company will leverage its extensive local and regional distribution network as a growth enabler towards the success of its new Tingles brand.

The race to snag a portion of the lucrative crisp market in Kenya is heating up with Britania Foods Limited set to launch a new crisps brand just weeks after the company rebranded. The move is a diversification strategy from its conventional biscuits brands.

“In line with our diversification strategy and responding to market demands, we have launched a new brand called Tingles that delivers exceptional taste and mouth-feel and meets the ever-evolving consumer needs in the broader confectionaries space. This is a major step for Britania Foods and is the first advance towards transforming the company and cementing our position as an industry leader in the Food and Beverage sector,’’ said Britania’s Chief Executive Officer Robert Kagundah.

The launch of Tingles crisps is aligned to meeting the needs of a growing aspirational middle-class consumer increasingly in search of on-the-go convenience snacking options. Potato Crisps, which have conventionally been an affordable snack, are popular among all age groups, especially the young population. Tingles will initially be available in 3 flavours: Classic Salted, Tasty Tomato and Cheeky Cheese and Onion.

Britania will leverage its extensive local and regional distribution network as a growth enabler towards the success of its new Tingles brand. With the expected increase in consumer spending spurring growth of both general and modern trade, the chief executive is optimistic about the company’s performance, leveraging a scalable platform driven by a robust innovation strategy, cost management, and consumer-informed technology.

READ: Why AG Githu Muigai resigned

In 2017, the savoury snacks market in Kenya was estimated at Ksh 5.4 billion By Euromonitor International, with potato crisps contributing 54% and leading growth at 17%. The category is expected to grow at an average CAGR of 9.3% between 2017-22.

Savoury snacks are mainly distributed via modern retail channels, and to a smaller extent via independent small groceries and kiosks. Kiosks mainly distribute unbranded as well as branded products, including home-made savoury snacks produced from small scale businesses and packaged in smaller sizes for amounts as low as Ksh 5.


Business Today is the leading independent online business website in Kenya. Started in 2012 by a veteran business journalist, it has a huge following both in Kenya and abroad. It covers various business and related issues. Email editor at: [email protected]

Advertisement
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

News Updates

NEWS2 hours ago

British pensioner guilty of Kenya ‘holiday ‘ rape charges

The Crown Prosecution Service (CPS) said Keith Morris, 72, befriended the young victims' families over the past 20 years, giving...

Health23 hours ago

US surrogacy agency withdraws from ‘perilous’ Kenya

Sensible Surrogacy now recommends new lower-cost programmes in the United States, which it says are completely safe and have the...

NEWS1 day ago

Kenya to reform laws to enhance biodiversity conservation

Tobiko says the ministry of Environment has formulated and reviewed laws and regulations to implement the provisions of the constitution...

Education2 days ago

Endowment Fund for Alliance High School launched

Fund targets to raise at least KSh 5 billion under the endowment funds, between now and 2026, the year the...

NEWS2 days ago

Uganda PM, Wangamati forge closer ties

Drawing from their proximity and shared culture including common language, Governor Wycliffe Wangamati said the two regions are in fact...

NEWS5 days ago

Youth PS Lillian Omollo, NYS chief Ndubai quit

State House Spokesman Manoah Esipisu says President Uhuru Kenyatta accepted the offer by the two officers to step aside for...

NEWS5 days ago

Police issue alert over emerging cult

Directorate of Criminal Investigations says the cult, known as Young Blud Saints, believes that there are three gods namely: true...

NEWS6 days ago

Cyprian Nyakundi released on DPP’s orders

Noordin Haji had also directed that no further criminal charges relating to the application should be registered against the blogger...

Politics6 days ago

I’m not boarding, Miguna tells Sonko

Nairobi County Assembly Speaker Beatrice Elachi had confirmed receiving Sonko's letter but asked him to regularise his Kenyan citizenship, a...

NEWS6 days ago

Patel finally speaks, pledges support for victims

Family says it continues to address immediate humanitarian concerns, providing food and nutrition, clean drinking water, healthcare and basic household...

Advertisement

Trending