15 loaded crisp ideas

Crisps are big business in the UK, continuing to lead the way in the snacking sector thanks to their relatively low price point and nostalgic leanings (as a school lunch box staple).

Most recently they’ve moved beyond their traditional uses in picnics and packed lunches, being feted as THE way to entertain on a budget,

More and more consumers are eschewing the traditional dinner party, instead opting for ‘picky teas’ grazing platters and snack plates, with wine and crisp pairings becoming de rigueur on Friday and Saturday nights. Some of Britain’s boujiest wine bars and shops have tapped into this, hosting crisp and drink events.

The newest vehicle for inspiring snackers though, is a touch more elaborate, with huge interest (especially amongst Gen Z) in loaded crisps.

Taking cue from loaded fries (which are now ubiquitous in street food/barbecue food eateries) earlier this year fast food chain German Doner Kebab (GDK) joined forces with Doritos to create the Loaded Doner Kebag – which saw eager customers queuing up to have their Chilli Heatwave or Cool tortilla chips smothered in toppings. The collab racked up around 50m views on social media channels.

Viral sensation ‘Spud Man’ (Ben Newman), later picked up the mantle, allowing customers (as viewed by a combined 6m people on Instagram and TikTok) to bring along crisps for him to top with anything from the van’s kitchen, be that chilli, beans, cheese, chicken curry or tuna mayo.

And now major supermarkets have clocked on to the trend, with even premium multiples sharing their crisp topping ideas, hoping to mimic this success on their own socials.

What’s in it for speciality retailers?

With a growing customer base of younger shoppers who are interested in where their food comes from, while equally being influenced by social media heavyweights, farm shops and delis can take loaded crisps as a fun, ‘doable’ trend to promote on their own social accounts, while tapping into merchandising opportunities in store. Customers not so au fait with TikTok trends should be familiar with loaded nachos, so using these as a prompt or cue might help you reach older shoppers too.

Things to think about include:

- Consumers are looking for classic flavours, but also innovative tastes, so do offer a range of both.

- If you’re already hosting food pairing events, loaded crisps are an engaging, fun way to sell tickets to that burgeoning younger fine food customer, introducing them to your brand and range of products.

- Loaded crisps are a key merchandising opportunity in store, allowing you to showcase a number of fresh and ambient products all at one time.

- Social media is vital for success. Showcase your toppings, and gear promotional activity around them, tracking results to see which flavours are resonating most with your customer base.

- Create theatre with loaded crisp tastings. Time them for busy periods when you know you’ll have plenty of footfall, demonstrating how to build up the layers and what works, with key ingredients and their pricings clearly signposted.

15 loaded crisp ideas

Feeling inspired? Here are some suggestions to get you started, including the potential upsells you could gain from them.

1. Two Farmers – Hereford Bullshot
The fully home compostable bags Two Farmers’ crisps come in (unless you go for a huge reusable sharing tin) mean customers can load ‘em up, eat ‘em and drop the packet straight into the brown bin afterwards – no washing up required, and no waste created. 

The beefiness of their Hereford Bullshot flavour (made with real beef extract, rosemary, onion, paprika, cayenne and black pepper) calls for a bit of oomph. Try loading these with caramelised red onion chutney, a generous sprinkling of extra mature Cheddar, and flecks of fresh rosemary and chopped spring onion.
Upsell opportunities: 4

2. Fairfields Farm Crisps – Prawn Cocktail
Bolster the tangy, savoury flavour of these crisps (which are both vegan and gluten free) with even more ‘cocktaily’ notes. Top with chopped cooked crayfish tails, a drizzle of good quality Marie Rose sauce, snipped chives and a splash of white truffle oil. Pure luxury. All that’s needed on the side is a crisp glass of sparkling rose wine. 
Upsell opportunities: 5

3. Simply Roasted – Hot Honey
These light crisps have a fiery bite that will benefit from smoky, creamy flavours and a little tang. Top with dollops of creamy taramasalata, and candied chillies or sweet chilli relish.
Upsell opportunities: 3

4. Eat Real – Lentil Chips, Greek Cheese, Tomato & Herb
The taste of these is spot on – they really do deliver you to a Greek taverna by the sea. Encourage your customers to split the bag open sideways and top with crumbled barrel-aged Feta, finely chopped soft herbs and SunBlush tomatoes. Finish with a splash of extra virgin olive oil and a grind of black pepper.
Upsell opportunities: 4

5. Shindigs – Whiskey Smoked Bacon
Served in a handy box, these crisps from Northern Ireland’s Glens of Antrim are a breeze for customers to use. This sweet, smoky flavour is crying out for a melting cheese. Perhaps (sticking with the Irish theme) some Gubbeen, but otherwise a Gruyere, Comte, Raclette or other Alpine variety. If you stock packaged artisan cheese fondue in your counter or chiller, this would work too.
Upsell opportunities: 2

6. Tyrells – Tomato & Chilli Chutney
Cheese, tomato and chutney are a match made in heaven. Upsell a punchy farmhouse Cheddar from the West Country to grate over these snacks, alongside a tomato chutney with a bit of bite.
Upsell opportunities: 2

7. Pipers – Atlas Mountains Wild Thyme & Rosemary
Delve into your chiller counter and dress these aromatic crisps with chopped slices of cooked turkey or chicken, snippets of fresh herbs, fresh rocket, and a light, citrussy dressing.
Upsell opportunities: 4

8. Kettle Chips – Sea Salt & Crushed Black Peppercorn
Lean into consumer desire for Asian flavours with this one (who doesn’t like Chinese salt and pepper seasoning?). Encourage shoppers to top these with finely chopped red and green peppers, fresh chilli, spring onion and a splash of toasted sesame oil.
Upsell opportunities: 5

9. Burts – Herb Roasted Chicken
How about a chicken BLT – in crisp form? This would be great fun for your customers to try out on their friends on a Friday night. Get them to top these crisps with shredded roast chicken, shredded lettuce, tomato relish, chopped sundried tomatoes and garlic mayonnaise.
Upsell opportunities: 5

10. Brown Bag Crisps – Beetroot, Carrot & Parsnip
Earthy and sweet but indulgent, these vegetable crisps are best dressed with crumbled falafel, pickled chillies, a little sweet chilli sauce, and lashings of creamy hummus. Finish with finely chopped coriander and flat leaf parsley.
Upsell opportunities: 6

11. Kent Crisps – Oyster & Vinegar
The briny, seaside flavour of these crisps deserves to be matched with minerally, citrussy tastes. Bring out those pots of pre-cooked mussels or cockles from your chiller, fish counter or ambient aisle (tinned). Bind with premium lemony mayonnaise and chopped dill, and spoon over.
Upsell opportunities: 3

12. Just Crisps – Sea Salt & Apple Balsamic Vinegar
Another pairing to take your customers to the sea. Top with cooked, cooled, chopped fish fingers, capers, lemon zest, crushed peas and a very good tartare sauce.
Upsell opportunities: 5

13. Brets – Pesto Mozzarella
You can’t go wrong layering these crisps with ripped mozzarella, chopped sundried tomatoes, fresh pesto, basil leaves and a grinding of black peppercorns.
Upsell opportunities: 5

14. Yorkshire Crisps – Worcester Sauce
Super tangy – these crisps need to be topped meaty, creamy accompaniments. Tap into the tang by adding crumbled cooked burger from your butchery counter, melted cheese, chopped gherkins, chopped fresh tomato, shredded lettuce and garlic mayonnaise.
Upsell opportunities: 6

15. Savoursmiths – Christmas Ham with Umami Truffle Glaze
A powerful packet. Entice customers around your sampling table in the lead up to Christmas with this Christmas Eve/Boxing Day idea. Smother with melted Brie, a few dried cranberries, cranberry relish, orange zest and perhaps a shaving of fresh black truffle.
Upsell opportunities: 5