Simply Roasted is Quite Simply Smashing It

12 January 2023
Simply Roasted is Quite Simply Smashing It

It's not easy for a new crisp to take its category--and indeed, all of snacking--by storm, but by all accounts, simply roasted crisps smashed it out of the park in its first year in the market. 

During 2022, the triple cooked, triple crunchy, triple fancy crisp brand backed by Pilot Lite scored shelf space at Selfridges, WH Smiths, Whole Foods, Ocado, and Waitrose as well as 400 independent retailers for a total of 3,000 distribution points. The brand also racked up accolades, from being the first HFSS-compliant crisp brand in the UK, to press coverage in Vogue, Condé Nast, Marie Claire and awards for Best New Crisp and Best Launch from The Grocer. To top off a fabulous year, the brand hosted a pick-and-mix pop-up shop in London's trendy Soho neighborhood where queues of people waited for hours to sample the four flavors of simply roasted crisps. A video of the event even went viral on TikTok, drawing 1.5 million views in one day. 

simply roasted is just one example of how Pilot Lite invests in and manages the commercialization of new and parked technologies. To read more about how Pilot Lite transformed a $20 million crisp roasting technology into a fast-growing business, read our case study.

food-bev cpg futurefoodtech commercialisation innovation futurefoodtech