Paulig Enters Snacking Category with Santa Maria Brand
Paulig is expanding its market presence by launching a new line of "popped" chips under its Santa Maria brand. This move aims to increase the company's share in the rapidly growing snack category.
Paulig Group is broadening its offering in the food market with the introduction of a new chip selection under the Santa Maria brand. The company announced in January 2023 the launch of five different types of popped, oven-baked chips, which contain 60 percent less fat compared to traditionally deep-fried potato chips.
The new product line is part of Paulig's strategy to strengthen its position in the fast-growing snack market segment. The snack category in Europe is valued at 38 billion euros and is expected to continue its positive development. The new Santa Maria chips are produced using technology acquired through Paulig's Spanish acquisition, Liven, where ingredients are "popped" through heat and pressure instead of deep-frying.
"Santa Maria is a well-known and trusted brand, especially within the Tex Mex and spice categories in Northern Europe. Now we are entering the snack aisle as a challenger," stated Paulig's Chief Marketing Officer, Paula Backman. She added that the company is investing significantly in marketing and communication to reach consumers seeking alternatives to traditional snacks.
Paulig's CEO, Rolf Ladau, emphasized the company's long-term commitment to accelerating profitable growth in the snack category. He noted that the company's production capacity and innovation capabilities, combined with Santa Maria's strong brand, give it a solid position in a competitive market.
The first Santa Maria popped chips will be available in Sweden starting January 2023. The range includes flavors such as Supreme Cheese, Sourcream & Onion, Sweet Chili, Jalapeño Cheese, and Grilled Paprika. The company expects these new products to reinforce its market standing and offer consumers healthier snack options.