Healthier crisps startup Corners lands Sainsbury’s listing

Corners crisps

Corners’ protein options provide around 26g of protein per 100g

Nascent bagged snack brand Corners has secured its first listing in a UK mult, landing in more than 400 Sainsbury’s stores through the retailer’s Future Brands initiative in support of grocery startups.

Corners, which originated in the US, rolled four healthier crisps SKUs exclusively into Sainsbury’s this week, with Pop Corn Sea Salt and Pop Corn Sweet & Salty (rsp: £1.80/85g) sitting alongside soy-based duo Pop Protein Sweet Barbecue and Pop Protein Cheese & Onion (rsp: £2/85g).

Designed to be a better-for-you option, Corners’ new European arm makes its triangular snacks in Belgium. They are heat-popped via a proprietary process, and are low in saturated fat with no artificial preservatives, colours or flavours. The protein options provide around 26g of protein per 100g.

In depth: How Sainsbury’s Local is using startups to reset snacking

Corner’s was a “dynamic brand, which opens up huge possibilities for the crisp category and has the potential to drive the category growth in snacking and better-for-you brands for Sainsbury’s” said the grocer.

It launched its Future Brands hot-housing scheme last spring to invest in and support more small suppliers, seeking “distinctive brands” with the potential offer of listings, mentoring, free Nectar data and even equity stakes in return for exclusivity deals of up to 18 months.

The initiative quickly led to Sainsbury’s transforming the range of till-side snacks in its Local c-stores, adding a raft of new products from small snacking brands including Love Corn, Hippeas, Indie Bay, Missfits, Well & Truly, Olly’s Olives, Brave and Real Handful.

Corners’ January arrival in Sainsbury’s will be supported by a nationwide campaign featuring social media and sampling activity.

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