Key Highlights
- Seabrook adds frozen fries and crinkles to its product range.
- The fries and crinkles come in well-known Seabrook flavours.
- The products will be sold only in 400 Morrisons stores.
- The firm continues to grow after major investment in Bradford.
Seabrook Crisps, a long-known Bradford snack maker, has rolled out two new items: frozen French fries and frozen potato crinkles. The launch adds a fresh line to a company best known for its crinkled crisps.
These new fries are not plain freezer snacks. Seabrook has added its own touch by using flavours people already know from its crisp packs. The frozen French fries come in cheese-and-onion and salt-and-vinegar. The potato crinkles arrive in beef flavour and the firm’s well-known sea salt option.
The company has been part of Bradford’s food scene for many decades. Seabrook started in 1945, founded by Charles Brook. Its name came from a simple slip when a photo lab worker wrote “Seabrook” instead of “C. Brook” on a film pack. That small mistake ended up naming a brand that people across the UK now recognize.
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Seabrook still keeps close ties to the region. Most of the potatoes used by the company are grown within about 50 miles of its Bradford base. The new frozen snacks will also connect back to the city through a deal with Morrisons, another Bradford-based name. For now, the frozen range will be sold only in 400 Morrisons stores across the UK.
The line follows another recent release. Last month Seabrook added “Waves,” a higher-priced potato snack, also sold in Morrisons. These moves show the brand’s aim to offer more choice while holding on to its crisp heritage.
Seabrook’s parent company, Calbee, took control in 2018. In the latest reports up to December 2023, Calbee UK showed a strong rise in both turnover and profit. Daniel Woodwards, group managing director for Calbee UK, said the growth shows that people still respond well to what the company makes.
He noted that Seabrook remains the top crinkle-cut crisp brand and the second-largest crisp brand in the UK by volume. He also said the firm is working on new snack types and new flavour ideas while keeping the Seabrook brand at the centre.
Even with its growth, the company has stayed in Bradford. It has spent large sums on a new production line, cooking and prep areas, storage and other upgrades to keep pace with demand.
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Seabrook did not start in a large building. Its early days were spent in a small terraced house. Later it moved into the old Allerton Liberal Club in the 1950s. By the late 1970s, the company shifted to Duncombe Street, where it remains today.
With its new frozen line now reaching Morrisons stores, Seabrook is widening its range while keeping its strong ties with Bradford and staying close to the flavours that built its name.
Source: ilkleygazette
Image: by Newfoodsuk from Instagram
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