Brand Tone

Simple, confident, health-conscious, straightforward, friendly, engaging, with a touch of playfulness and humility.

Brand Values

• •Health and Wellness
• •Quality and Transparency
• •Innovation
• •Inclusivity
• •Sustainability

Best Practices

• •Lead with "Simple": Always start with clear, simple language. The brand name itself is a guide. Avoid overly complex sentences and get straight to the point.
• •Highlight the "Why": Continuously reinforce the core message: "roasted, not fried." This is the brand's key differentiator and should be a consistent thread in all communication.
• •Focus on the Benefit: While the process is innovative, translate features like "50% less fat" and "under 99 calories" into tangible customer benefits such as "guilt-free snacking" and "a healthier choice."
• •Use an Authentic Voice: Maintain a friendly, confident, and slightly playful tone. Phrases like "we love a bit of friendly competition" humanize the brand.
• •Emphasize Quality Ingredients: Regularly mention the use of "real, sliced potatoes" and other natural ingredients. This builds trust and reinforces the brand's commitment to quality.

Social Perception

Customers perceive Simply Roasted Crisps very positively, describing them as "delicious," "crunchy," and a "healthier crisp." They appreciate the less greasy, flavorful profile and view the brand as a premium, "upmarket" option. It is successfully positioned for health-conscious consumers who desire indulgence without guilt.

Copy Examples

• •Real potatoes, roasted to perfection. Craving that satisfying crunch without the guilt? We take real, skin-on potatoes, slice them, and roast them—never fry. The result? All the flavour you love, with 50% less fat. Snack simply, snack better.
• •Your mid-day treat just got a healthy makeover. Under 99 calories, 100% delicious. Our crisps are the perfect pick-me-up for your busy day. Grab a bag and enjoy a moment of pure, roasted goodness.
• •Flavour that speaks for itself. From the rich umami of Black Truffle to the tangy kick of Sea Salt & Cider Vinegar, our flavours are crafted with real ingredients. No artificial anything. Just simply delicious crisps.
• •Don't just snack. Snack smarter. Why choose between taste and health? With Simply Roasted, you get both. Our unique roasting process gives you the crunch and satisfaction you crave, with less of what you don't.
• •Join the snack revolution. We're changing the crisp game, one roasted potato at a time. Made in Norfolk with love and a whole lot of innovation. Are you ready to taste the future of snacking?