Birds Eye Deli Seasoned Chips

September 4, 2013


Over the past six months, Simplot has launched a new entrant into frozen chips category - Deli Seasoned Chips.

The new Deli range was part of a portfolio development project which The Lab worked with Simplot on.

Deli excited all respondents in the research we conducted. It tapped into the idea of treating yourself on everyday items, and built on broader food trends like ‘real’ and ‘authenticity’.

Deli broke conventions at a product level, from a design perspective and surprised people because it brought a sense of quality back into the category, when the norm was all about delivering value.

A courageous innovation that has broken the mould!