Lock, who launched the Awfully Posh Snacks pork crackling brand in 2011, founded the London Crisp Co this year and has secured contracts to supply Selfridges, all of Fullers’ pubs and will soon supply Waitrose.
“We’re in talks with the other major multiples,” added Lock. “We have also had a lot of interest about exporting to countries such as Hong Kong, South Africa and the US. Exports will be a big part of our business in the future.”
Overseas interest
Overseas interest was a result of the brand’s London-centric credentials, claimed Lock, who was currently manufacturing 20,000 40g packs of crisps a week.
The crisps are manufactured by a third-party, London-based firm using potatoes sourced from as close to the City as possible, he added. “As a result of the interest from overseas and securing new contracts, we will increase production by up to 80,000 packs a week in the next six months.”
Lock would also add a 150g sharing bag to the company’s range, which includes flavours such as Shoreditch Cheese & Onion, Greenwich Prawn Cocktail, Soho Sea Salt, Camden Sweet Chilli and South Bank Salt and Vinegar.
Gap in the market
The crisp boss launched the brand after spotting a gap in the market for a snack that drew on London’s position as one of the best-known cities in the world.
London Crisp Co’s brand was built in the Capital by Lock, who would expand the firm across the UK and into the international market, he added.
“Starting out in London has helped me to establish the brand and introduce it to the millions of people who live in the Capital. We’re the only London brand of crisps, which I believe gives us an upper hand. We’ve started small to get a foothold and will grow our market share.”