That’s what Cofresh brand manager Jonathan Roberts is telling retailers and consumers all over Ireland, as the healthy snack brand launches across grocery, convenience and forecourt channels this month.
Cofresh is a sister company of healthier snacking company Eat Real, which has been available in the Irish market for several years.
“Our sister business Eat Real is doing very well in the Irish market and we see Cofresh as offering a complementary product range,” says Roberts.
“Consumers are looking for a variety of products in all categories, including snacking, particularly vegan, vegetarian and lower fat options. Our healthier snacking brands have also experienced huge market growth during the pandemic, driven not just by the desire to eat healthily but by an interest in new, powerful, and exotic flavours from around the world."
“With Cofresh, we are satisfying the desire for a healthier snacking alternative, albeit with a totally different proposition and flavour profile. This is a snack that is differentiated by its texture and range of flavours, and one that is expanding the popularity of world snacks in the market. For example, Cofresh is already the number one world snack brand in the UK and is the number one Indian snack brand,” he says.
So, what is so special about the texture and flavours?
“One of our customers describes it perfectly – our grills are crunchy, crisp, full of flavour but deliciously light,” says Roberts.
“Our grills are a unique crisp type designed by Cofresh to excite all the senses. They look and feel different as they are shaped like a grill, they smell beautifully aromatic when you open the pack, they sound crunchy as you bite in, and most importantly, they feature a strong and distinctive taste."
"In addition, our unique grill shape means they hold in more flavour, despite the low-fat content, and they provide this wonderful and unique sensory experience.”
Flavours Of The World
Cofresh are launching the best-selling Chilli & Lemon, Sweet Chilli, Cheese & Onion, and Peri Peri potato-based grills in the Irish market.
“Cheese & Onion is a flavour that needs no introduction in Ireland, but I guess you are wondering why an ethnic brand is doing it,” says Roberts.
"Well, it is both halal, vegan and 30% less fat than our competitors. These were options not available to our core consumers when we launched, and we think we have created an excellently flavoursome product. Chilli & Lemon is our original (and we would say our best), flavour.
"It is a combination born in East Africa, with Asian influences and brought to these shores. It has spicy notes mixed in with the sharpness you expect from lemon. Cofresh’s Peri Peri grills are inspired by Nando’s® Peri Peri flavoured sauces, and our Sweet Chilli grills are, as you would expect, sweet and spicy, offering consumers a really tangy taste, inspired by Thailand,” he adds.
Bang On Trend
According to Roberts, the feedback from retail has been very positive.
“They have been telling us that the brand is bang on trend as it offers the consumer something different as opposed to just the usual crisp texture and flavours,” he says.
“Consumers have been seeking out snack alternatives in recent years and this really took off during the pandemic. People want different flavours and food and snack experiences and that is why Eat Real has succeeded in Ireland and why we are excited about the Cofresh launch."
While the crisps and snacks category has grown at 14% in the 52 weeks to 28 February 2021, Eat Real’s sales in Ireland have grown at over twice this rate, highlighting the appetite for new and different flavours and textures. Given what BR Marketing have acheived with Eat Real, we are excited to partner with them as our distributors for Cofresh.”
While Cofresh is starting with their grills range in the Irish market, the next phase for the brand will see it extend to some of their Indian inspired flavour mixes and formats. “Our snacks are for those adventurous snackers who love to snack, share and discover,” he says.
“They are to be enjoyed as part of a ‘big night in’ watching TV, or by a small party of friends, but they are also a perfect impulse buy to enjoy as a snack for one. Whether sharp, savoury or spicy, our grills are crafted full of love and guaranteed to excite your senses and tantalise your tastebuds. Grab a pack and find out!”
The Cofresh journey began in the early 1960s in Kenya when the business was founded by the Patel family, initially selling into working men’s clubs and cinemas. In 1974, they took their passion and love for making snacks to the UK. Setting up shop in Leicester, they grew the business to be one of the city’s secret gems.
“Over the years, we have introduced innovative and exciting snacks, ensuring the highest quality and taste, and using only the best ingredients and flavours,” says Roberts.
“We are offering consumers a range of different flavours to what is normally on offer, flavours that reflect the company’s Asian and African origins.”