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Booker re-launches frozen chips range as part of major own brand refresh 

Wholesaler Booker is overhauling its frozen chips and fries range this month with ten new lines available to the hospitality sector including restaurants, bistros, pubs, cafes, casual dining outlets, pop ups and dark kitchens for home delivery.

The chips will launch under three newly created Booker catering brands – Chef’s Essentials, Chef’s Menu and Chef’s Premium. Each has their own stylish new brand identity and positioning, giving chefs and venues three clear pricing tiers and a good, better, best option for a range of best-selling categories across the estate.

Supported by the new eye-catching branding and a refreshed look and feel, the top tier Chef’s Premium range of frozen chips includes Super Crispy Skin-On Fries, Super Crispy Fries and Triple Cooked Chunky Chips. Created for a handmade look and feel, these chips deliver a superior performance, taste and texture, whether for consuming on- or off-premise.

Under the mid-tier Chef’s Menu, Booker is offering five distinctive products – Crispy Straight Cut Chips (10mm and 12mm), Crispy Steak Cut Chips, Crispy Julienne Fries, and Crispy Skin-On Straight Cut Chips – all clearly identifiable with colour coded packs, signposted chip sizes in millimetres and transparent windows to view the product inside. The five Chef’s Menu products are lightly coated to lock in flavour and to retain heat, shape, and texture, ensuring a fluffy centre and a satisfying crunch. Created to perform well on-premise, they also have a long holding time and remain stable, crunchy and hot within a takeaway and home delivery setting.

Booker’s Chef’s Essentials range will feature two entry-level products – uncoated Chunky Chips (14mm) and Straight Cut Chips (10mm) – presented in stand-out black and white checker board boxes, giving chefs professional quality, reliable and versatile products at a budget-friendly price point.

All products in the new frozen chips portfolio, produced from premium potatoes selected for their superior quality, stability, and consistency, signpost essential dietary information such as gluten-free and vegan, with SKU numbers positioned conveniently in the same place on each pack – in the top left hand corner. The chips now come in 2.5kg bags as standard, sporting new checker board elements on the front of the pack. Convenient to store in the deep freezer, all the chips in the new Chef’s range can be deep fried for ease of preparation to suit busy kitchens.

Karen Poole, head of own brand and product, from Booker says: “Chips and fries appear on so many menus, in various formats, sizes and styles so it’s crucial that chefs, caterers and operators have the options they need to compile their menus to the highest standards at a price point that suits. Our customers can be confident that their chips will be served as crispy and as crunchy as when they left the kitchen – whether served at the table, eaten on the go, or transported for room service.

“We’re embarking on a journey to refresh, reinvigorate and reposition our own brand ranges under our three new Chef’s brands, with a bold packaging refresh to deliver clear product differentiation and brand recognition. We decided to lead our Chef’s brand overhaul with our frozen fries and chips core proposition; improving the formulations and coatings to ensure each variant has a satisfying crunch, fluffy centre, retains its heat and stays warmer and tastier for longer – however they are served.

She adds: “This is the first in a series of range reviews and we’re working on relaunching several other key categories this year so watch this space.”

Visit here for more information: https://www.booker.co.uk/