SEABROOK Crisps has signed its first export deal to supply a supermarket chain in the Middle East.
The Bradford-based firm has launched a major export drive as part of its long-term growth strategy.
Seabrook will supply its Lattice crisps to the LuLu Hypermarket chain in the Gulf, initially in stores across Dubai, as part of the retailer’s Best of British event.
The first shipment will comprise of 120g bags of crisps in various flavours which will feature in LuLu stores from this month.
LuLu Hypermarket has stores across the Gulf region, including the United Arab Emirates, Oman, Qatar, Kuwait, Bahrain, Egypt, Saudi Arabia and India.
The deal was brokered by Seabrook marketing chief Kevin Butterworth when he attended the world’s biggest food and hospitality trade fair in Dubai as part of a UKTI Northern Powerhouse trade mission.
Previously marketing director, Kevin has been reappointed as marketing and international sales director while food and drink marketing specialist Neil Gibson has joined Seabrook as marketing manager after managing major UK brands, including Fox’s Biscuits and Vimto.
He will drive the company’s strategy to build on UK market share and manage new product development and innovation projects planned for 2016 and beyond.
Kevin Butterworth said: “As the brand’s first export agreement, this is a promising venture as we recognise the huge potential there is to expand trade in Dubai and the rest of the Gulf.
“As well as this region, we have identified a number of other international markets that provide opportunities to enter and I will be actively targeting each as part of my new role in the business.”
Neil Gibson said: “I’m joining an iconic and well-loved brand that is in the middle of exciting change and growth and will be using my experience across all food and drink channels to build distribution and ensure Seabrook Crisps remains a credible challenger brand.”
Jonathan Bye, chief executive, added: “These two new appointments are part of a wider strategy to drive the business forward and Neil is a valued addition to the team. We are delighted that Kevin’s efforts in his new role has enabled the brand to break into export trade at such an early stage in the process to target international markets.”
Seabrook Crisps is currently outgrowing the overall crisps market with year-on-year growth of 4.6 per cent and the brand is worth £32.3 million.
Seabrook recently featured in the “rising stars” category of the BDO Profit Track 100 list of private companies with the fastest growing profits.
Congratulation!