Proper Chips - The Crisps that are Redefining the Snack Aisle
This article was written by one of our Young Reporters, a scheme that gives 14 to 18-year-old school students a chance to write for a real newspaper. Find out more at the Young Reporter website.
Across supermarkets in the UK and abroad, one packet slowly rises to fame.
For many, it started with PROPERCHIPS being picked up almost absent-mindedly during a weekly shop. From that point, PROPERCHIPS has grown to become a household staple amongst the 20+ countries in which it is retailed.
According to Nielsen Total Market, PROPER is the fastest-growing snack brand in the UK.
The PROPER brand is no stranger to fame, with a similar phenomenon happening with their popcorn, PROPERCORN. Across supermarkets, programmes, theatres, and even schools, their PROPER has an equally large reception, recognised for its stylish finish and airy texture.
The brand was established in 2011 by innovative founder Cassandra Stavrou MBE. According to the brand’s website, it was in her ethos that she created snacks that felt rewarding, unlike other snacks at the time, which may have promised flavour, but came with immense guilt. On the other hand, the “healthy” brands at the time felt lifeless and bland.
And so PROPERCORN and PROPERCHIPS made their breakthrough to revolutionise the snack market, making snacks that delivered powerful, satisfying taste along with healthier, more wholesome ingredients.
As customers seek healthier, more worthwhile alternatives to traditional crisps, PROPERCHIPS don’t fall short of the brief. In a background of familiar brands and flavours, PROPERCHIPS offer a refreshing take on the snack aisle.
With PROPERCHIPS, customers feel that snacking no longer has the association of guilt it had before. The chips are made using lentils, recognised as being high in protein as well as fibre. The chips are also popped instead of fried, giving the chips an airy yet crunchy quality.
From the moment you try them, PROPERCHIPS feel different: lighter, fresher, and somehow more considered.
This, however, is by no means a coincidence.
The brand is clearly centred around having a meaningful presence in almost every aspect of their production.
Their art deco-esque packaging credits and values their artists. Their positive approach with their designers shines through each packet, with thoughtful details across packets telling customers, “You have good taste!” accompanied by smiley faces for a personal touch.
PROPERCHIPS also credits their chefs and culinary workers on the packaging, recognising their work in creating memorable flavour profiles for their variety of lentil chips.
The PROPER brand is also a B-Corporation that aims to become Carbon Net Zero by 2030.
PROPERCHIPS are a direct reflection of the care the brand has for its team, its products, and the environment.
This contributes to its high success rate with customers, building a loyal and appreciative customer base that values the mindful nature of the brand.
Overall, these factors contribute to the brand feeling brighter and more confident in its own presence, giving the PROPER brand a fresh and innovative style that the public craves.
