When it comes to crisps, British appetites have traditionally been satisfied with familiar options like Frazzles or Skips. However, culinary experts and retail insiders are proclaiming 2025 to be a turning point: the summer of the posh crisp. Jay Ledwich, a crisp buyer at Waitrose, notes a significant surge in demand for premium and unusual flavours, stating that the supermarket has recently introduced a fried-egg flavour from the Spanish brand Torres, which is expected to become a viral sensation. This follows hot on the heels of other extravagant offerings from Torres, including flavours like black truffle and caviar.

The growing popularity of gourmet crisps signifies a broader trend that intertwines culinary innovation with luxury. High-end fashion brands are increasingly capitalising on this movement. For instance, Balenciaga is selling accessories like a £1,450 glossy “salt and vinegar” leather pouch, while Lay’s has brought nostalgia to the forefront by featuring football legends, including Lionel Messi, in its recent advertising campaign focused on classic salted crisps. The intersection of fashion and snacks suggests that crisps are no longer merely a guilty pleasure but have evolved into a chic component of contemporary dining etiquette.

Social trends further reflect this evolution, with traditional party snacks being replaced by creative crisp canapés. Home cooks are now serving Pringles topped with sour cream and caviar, signalling a shift towards more sophisticated at-home entertaining. Additionally, millennials are eschewing the customary bottle of bubbly in favour of artisan crisps, like Bonilla’s sea salt variety, priced at £26 a tin. As social media buzzes with inventive recipes, even renowned chefs are getting in on the act. Alison Roman advocates pairing marinated anchovies with Kettle-style crisps, while Ferran Adrià suggests a modern twist on Spanish tortilla by incorporating crisps into whisked eggs.

Local dining establishments are also embracing this trend. At hip bars, orange wines are often paired with bowls of crisps topped with Serrano ham, while restaurants like Oma in Borough Market pride themselves on serving homemade hot crisps with an array of gourmet flavours. Chef/owner David Carter creates extravagant varieties using agria potatoes, blending flavours like garlic and kombu dashi, alluding to the nostalgic pleasure many find in the crisp experience.

Yet, nostalgia for traditional crisps remains strong, especially among younger generations. A resurgence in the popularity of 1990s crisps, bolstered by Gen Z’s fondness for retro snacking, has led brands like Frazzles and Skips to experience a sales growth of over 40% in just a year. This juxtaposition highlights a division within British snack culture: while gourmet options and novel flavours thrive, many still cling to the comforting familiarity of classic crisps.

Natalie Whittle, author of Crunch: An Ode to Crisps, emphasises this culinary dichotomy, noting that crisps possess a unique versatility that allows them to be a high-end treat or a simple snack choice. For those dining out less frequently, posh crisps present an affordable way to elevate home snacking. Whittle herself describes enjoying a moment of indulgence with a friend over a bag of premium crisps and a glass of wine, a refreshing departure from the rigidity of traditional meals.

However, variations in personal taste remain evident. While Chris Shaw, head chef at Toklas restaurant, finds joy in the novelty of fried-egg crisps, he admits a sentimental fondness for the “acidic numbing” sensation offered by pickled onion Monster Munch. This sentiment encapsulates the essence of the British crisp experience: a delightful mix of nostalgia, indulgence, and evolving culinary tastes.

The rise of posh crisps reflects not just a shift in snack preferences but also a broader cultural movement where the fusion of luxury and comfort food becomes a trend worth celebrating. With both high-end brands and nostalgic staples enjoying their moment in the spotlight, it appears that the humble crisp is set to captivate tastebuds in a variety of forms for years to come.

2024 QFA crisp winners

Do you produce or sell an excellent "posh crisp" product here in the UK? 

We would love to hear from you! Enter the 2025 Quality Food Awards today: https://uk.qualityfoodawards.com/QFA2025/en/page/2025-enter-awards 

Good luck!