When it comes to crisps, British enhusiasts have long found companionship in bags of Frazzles or Skips. However, the gastronomic landscape of 2025 is being reshaped by a burgeoning enthusiasm for premium crisps, catapulting flavours previously reserved for gourmet dining into the everyday snack experience. Chefs, supermarket insiders, and social media chatter all indicate that this summer is set to be dominated by what some are calling “posh crisps.”
A notable player in this evolving market is Torres, a Spanish brand recently embraced by British retailer Waitrose. The introduction of their fried-egg flavour, along with existing varieties such as black truffle and caviar, reflects a growing appetite for sophisticated snack offerings. Jay Ledwich, a crisp buyer at Waitrose, remarked that demand for unique and premium crisps is "soaring," highlighting the shift as consumers look beyond traditional flavours.
The craze for posh crisps has permeated various aspects of culture, influencing not only dining choices but also fashion. Balenciaga’s audacious offerings—such as a £1,450 leather pouch mimicking a “salt and vinegar” crisp bag—illustrate this phenomenon. This aligns with other high-fashion movements, such as Anya Hindmarch’s iconic sequinned Walkers crisps bag, which has secured a place in the V&A Museum after its initial release in 2000.
In social settings, the evolution is equally striking. Classic party fare is being reassessed, with crisp-based canapés gaining traction. At-home chefs are swapping traditional blinis for Pringles topped with sour cream and caviar, while millennials are opting for upscale snacks like Bonilla’s sea salted crisps, priced at £26 for a tin, as charming gifts. Online culinary influencers are embracing the crisp renaissance, creating viral recipes that marry the sweet with the salty, such as chocolate biscuits garnished with crisp crumbs.
Fine dining establishments are also reimagining the role of crisps in their menus. In trendy bars, crispy snacks are paired with artisan wines, while restaurants like Oma and Agora are offering homemade hot crisps seasoned with innovative flavours, reflecting a culinary push towards indulgent yet nostalgic choices. David Carter, the chef and owner, noted that he chose crisps for their satisfying crunch and versatility, reminding diners of simpler pleasures even amidst complex culinary trends.
Chris Shaw, head chef at Toklas restaurant, underlined the British “love affair” with crisps, reiterating how deeply nostalgic these snacks are for many. He explained, “We’ve all had them as part of a packed lunch. Or as a kid on holiday.” While brands are rolling out premium options at premium prices—like Torres’s offerings at £4.95 for a 125-gram packet—traditional flavours still hold their ground. Shaw, despite exploring sophisticated palettes, confessed that he still delights in a packet of pickled onion Monster Munch.
The broader market dynamics also reveal a fascinating trend. As noted by Natalie Whittle, author of Crunch: An Ode to Crisps, the shift towards premium crisps could be seen as a response to economic pressures; crisps maintain a unique position in the marketplace, accessible yet indulgent. In an era where dining out is less frequent, crafting a special occasion—or simply breaking free from kitchen monotony—through upscale crisps offers a delightful, if quirky, luxury.
Beyond the luxurious crisps dominating dinner parties and trendy bars, there is also a noticeable movement towards embracing novel flavour profiles across the snack aisle. With brands like Marks & Spencer introducing sophisticated varieties, alongside Tyrells and Kettle Chips exploring unique pairings like sriracha mayo, the landscape affirms a collective desire for indulgence.
Indeed, while the commitment to tradition remains strong, as some snackers eagerly reach for familiar brands, the explosion of gourmet crisps reveals a greater narrative about the contemporary British palate. In rediscovering this playful snack, consumers are not just noshing; they are partaking in a larger celebration of culinary creativity, nostalgia, and modern luxury.
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Source: Noah Wire Services