Proper Launch 'House Hot Sauce' Lentil Chip, Marketing Towards Spice Boom

UK snack manufacturer Proper has announced a strategic flavour extension to its fast-growing lentil chip portfolio, introducing House Hot Sauce Lentil Chips.

The launch is designed to tap into the surging consumer demand for spicy profiles within the "Better-For-You" (BFY) snacking segment. The new SKU features an in-house developed flavour profile aimed at delivering "controlled heat and a tangy finish," catering to a palate shift that is currently reshaping the UK crisp, snack, and nut (CSN) market.

The Heat Wave

Proper’s innovation strategy is underpinned by robust category data. According to the company, spicy flavours now generate £528 million in UK sales. Crucially, this sub-segment is growing at 3% year-on-year, outpacing the overall snacking category by more than four times.

By introducing a hot variant to its lentil base, Proper aims to capture consumers seeking intense flavour experiences without the nutritional baggage of traditional fried potato crisps.

Product Specifications and Performance

The new variant maintains the brand's core health credentials: gluten-free, vegan, and under 100 kcal per serving.

This launch builds on a strong track record of flavour-led growth. Proper Chips has recorded a +21% year-on-year growth trajectory, delivering over £30 million in retail sales value (RSV) over the past five years. Previous limited editions, such as All the Cheese and Prawn Cocktail, generated over £3.2 million in RSV, with the Prawn Cocktail variant notably driving 54% incremental sales for the CSN category.

Sandie Dilger, Chief Marketing Officer at Proper, commented on the NPD strategy:

“Our Chips range keeps going from strength to strength as more people look for non-potato alternatives to traditional crisps. We jumped at the chance to create our very own House Hot Sauce, and then translate that unique flavour kick onto a chip.”

Commercial Availability and Pricing

The House Hot Sauce Lentil Chips have secured an initial listing at Tesco stores nationwide. A wider rollout into the convenience and wholesale channels—including Nisa, Costcutter, Spar, and Dhamecha—is scheduled for February.

Formats & Pricing:

Sharing Bag (85g): £2.25
Price Marked Pack (50g): £1.25

Corporate Context

Proper Snacks (which also owns the Eat Real brand) is now ranked among the UK’s top five snack manufacturers. The B Corp certified business reports that more than one in five UK households now purchase a Proper product annually, with six packs sold every second.