New market darling a chip off the old hop

But, says sales and marketing manager, Harry Dare, the packaging was one-dimensional and did not do justice to the brand’s image or its status as a departure from the humdrum potato crisp that often has snack lovers seeking more excitement. 

‘Not only do our crisps rate 10 on the flavour scale, but they are significantly healthier than regular options,’ Harry enthuses. ‘By using the spent grains from the beer-making process, we also further our sustainability drive.’

Elaborating on production, he explains that malt and barley are mixed with hot water in a mash tun. The grains are then extracted from the liquid and, hey presto, transformed into beer-grain crisps. Okay, there’s a little more to it than that … the grains are first converted into a dough that is cut into hexagonal shapes reminiscent of the shapes on the shell of a tortoise, this being the critically endangered species chosen by Darling Brew as the inspiration for its Slow Lager. The chips are baked and then flash fried for maximum crispness. 

Consumers dipping into the 125g bags are assured of a product 50% lower in fat than the norm, with the high-fibre property of beer grains. That they were produced in a carbon-neutral brewery and are MSG-free should ease any lingering doubt about the wisdom of giving in to snack temptation.

The process also uses far less water than usual, Harry continues. ‘As many as 1 500-litres of water are used with 1 000kg of maize for conventional brands, but our grains need no additional water.’ 

The original Darling Brew crisps of four years ago were marketed in what could most kindly be described as lacklustre livery. Last year, over a couple of home-grown brews and amid great animated debate, it was confirmed that the packaging’s chips were decidedly down and a redesign was initiated. 

The comparison between old and new is like chalk and mature cheddar – the four-flavour range is a vibrant shelf statement that comfortably shares the chip and snack aisle with more familiar brands, while boldly announcing the novelty of its ingredients and the innovativeness of its production. And, from the original two variants – which Harry admits were quite bland – there are now four zingy tastebud tempters – mature cheddar, smokey barbecue, jalapeno and fruit chutney.

‘We believe the new look will confirm that the product is indeed a chip, but one that is quite different in its category and in many ways so much better,’ Harry asserts.

The task of translating the desired look and feel into a ‘pick me’ pack was entrusted to flexible packaging specialist, Packaging World, working with Reproflex for plates, Flint Group for inks and SRF Flexipak for materials. ‘All parties worked closely to ensure a great finished product, which is a striking combination of matte and metallised film printed in seven colours,’ Packaging World sales manager, Darryn Grant-Stuart declares. 

The packs were making their way from Windmöller & Hölscher Miraflex S flexo press to market as this issue of PPM went to press, but, says Harry, already trade response has been exceptional and consumer offtake is seeing early adopters placing follow-up orders.

All signs point to great volumes, which means that Darling Brew can continue to turn out vast volumes of its highly-successful brands safe in the knowledge that the spent grains will be spent wisely indeed. 

And, if you thought the culinary world had exhausted the pairing phenomena with cheese and tea, and wine and Liquorice Allsorts (yes, it’s a thing), think again. Darling’s head chef Ryan Josten is quite the crisp connoisseur. The cheddar flavour combined with Slow Beer is a winner, he insists, while BBQ is the perfect accompaniment to Braai Pale Ale. Fruit chutney goes down a treat with Blood Serpent pilsener and the feisty jalapeno and Warlord Imperial IPA are best brew buddies. 

‘With the revived interest in our crisps, all production team eyes are on volumes,’ Harry states. ‘We’re confident that the brand will have snackers sitting up and popping open bags by the hundreds.’

And, given the adrenalin rush of product pioneering, Darling Brew MD Tewie Roos and his crew are working on a ton of great grain ideas to boost the portfolio and add cheer to even more beer occasions.

Click here to read this article in the E-mag.