Seabrook Crisps’s export plans revealed

Kevin Butterworth talks about Seabrook's export success

Seabrook Crisps has set its sights on expansion overseas, with planned export deals in Australia and the Middle East.

The snack manufacturer is set to enter the Australian market, announcing that it had a new deal “in the pipeline” this month.

It had also developed business relationships at Gulfood 2017 in Dubai, with plans to reinforce its market share in the Middle East and expand into Asia.

Marketing and international sales director Kevin Butterworth said: “Our presence at Gulfood 2017 reinforced Seabrook’s position in the Middle East. Key volume markets of Saudi and Kuwait will take orders in the next couple of months.

“It also provided good opportunities to drive more growth in China and enter some of the Asian markets.”

Rapid overseas expansion

Seabrook has seen rapid overseas expansion since its first deal with United Arab Emirates-based retail chain Lulu’s Hypermarket in April last year.

The deal saw 120g bags of crisps stocked in Lulu’s stores in Dubai as part of the retailer’s Best of British event.

The manufacturer now has a presence in stores across 15 countries, including: Monoprix in France, Carrefour in Spain, Seven-11 in Hong Kong and Walmart in China.

Seabrook has now appointed corporate advisors to explore its options overseas, including acquisitions.

Butterworth said the company was striving to boost its growth even further.

Our international product has good appeal, with long shelf-life and flavours relevant to the non-UK market and our customers warm to our British heritage,” he said.

‘British heritage’

“The brand’s gluten-free and vegetarian-friendly credentials also give us a competitive edge and our premium lattice crisps are a real innovation in the international arena.”

Established in 1945, Seabrook produces a range of potato crisps from its factory in Bradford and has more than 151 employees. Operating profit for the company was £3.6M in 2016, with a turnover of £27M.

Seabrook was the first UK manufacturer to produce crinkle cut crisps in the 1950s and the first to produce Worcester sauce flavour crisps in 1975.

Meanwhile, watch our exclusive video interview with Seabrook Crisps chief operating officer Daniel Woodwards to learn how he remedied a negative culture and inspired staff to boost productivity.

Also, don’t miss our Me and My Factory coverage of Seabrook’s Bradford factory.  

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