“Croky crisps are known for their strong flavours and crunchiness. These qualities are important, especially as other brands have recently reduced their flavour intensity”, says Mathilde Taverniers of Roger & Roger.

Last year was the first time that Croky, located on the regional border in Mouscron, produced more than 85 million bags of Croky in a single year. “Crisps have increasingly become the average Belgian’s snack of choice, across all age groups and in the 15-25 age bracket in particular. This trend is partly fuelled by a significant increase in varieties and flavours”, says director Willem Gallet of Roger & Roger, the company behind the Croky brand. “Younger generations, such as Generation Z, are drawn to innovative concepts and flavours within the snack segment and are open to trying new products.”

The full range is gluten-free and most flavours are vegan. This is a targeted response to the growing number of people who prioritise plant-based diets.

Bold flavour combos

“Consumers want to be surprised and fully enjoy their snack moments," continues Matilde Taverniers, product manager Croky at Roger & Roger. "Our bold flavour combinations, such as Explosions Cheese & Pear with gorgonzola and green pear, offer something new. Established flavours like Thai Curry and Sweet Chili bring global cuisine to snacks. We’re also introducing a limited edition of Sweeties that combine sweet flavours like Salted Caramel, S’Mores and Churros on salted crinkle-cut crisps. This ‘Swalty' (Sweet & Salty) trend is already popular in sweet products."

The product manager also sees a trend towards spicy flavours in various segments, such as super spicy noodles and hot sauces. "Our spicy Explosions Hot & Spicy Sriracha sauce taps into this, with a fiery but tasty kick."

Tortilla range

“This autumn, we will further expand our range with our own tortilla line under the Croky brand. In the meantime, several completely new flavours will be launched”, Gallet anticipates. “Our lab technicians have worked hard over the past few months to develop and test unique flavours. Three of them will hit the market later this year under the name ‘Sweeties': a delicious balance between 'sweet' and 'salty', which is currently trending.

www.croky.be

www.rogerandroger.com