‘Something a bit naughty’: British snackers fall for the posh crisp

Top chefs and brands transform once-humble snack with growing number of imaginative flavourings

When it comes to crisps, British appetites have traditionally been sated by a packet of Frazzles or a bag of Skips. But, according to chefs, supermarket insiders and social media, 2025 is gearing up to be the summer of the posh crisp.

Jay Ledwich, a crisp buyer at Waitrose, said demand for premium and unusual flavoured crisps was soaring". This week, the shop became the exclusive British supermarket stockist of what it is tipping to be the next viral hit in crisps - a fried-egg flavour from the Spanish specialist Torres. It follows other savoury sensations from the brand, including black truffle, caviar, and sparkling wine flavours.