PROPER CRISPS

Proper Crisps is a brand of potato, parsnip, and kumara chips founded by English couple, the Franklin’s, and is now owned by Ned and Mina Smith.

What is your company background, how did you start the business?

“The Franklins are foodies who grew up eating ‘real crisps’ in England. They were travelling the world in pursuit of the perfect crisps, but had no luck. So they decided to make their own the old fashioned way, in small hand stirred batches. They found a traditional cooker whilst on their travels in the USA and returned to New Zealand to start trialling various potato strains. They found that the Agria potato was a perfect match for making a proper crisp and that the High Oleic Sunflower oil was a perfect complement to the creamy flavour of the Agria potato. They added just a light touch of the Marlborough sea salt sourced locally from Lake Grasmere, and that was all it needed to round out the taste of the perfect potato Proper Crisp.”

“In 2010 the Franklins were homesick for their motherland England and decided it was time to pass over the cooker to another foodie couple, Ned and Mina Smith. With an extensive background in the food industry the Smiths were able to recognize what a special premium product it was and have grown the offering, always maintaining the philosophy that “less is more” and offering a snack that is 100% natural real food never compromising. They work with New Zealand farmers to source only the freshest vegetables and the family of Crisps now has grown to include a variety of seasonal root vegetables. The entire range is gluten free, vegan, non-GMO and no MSG added ever.”

What is the current product range and variants and how do these products stand out in the market? 

“We are always trying to come up with new flavours and styles that are ahead of the trend and meet the taste buds of our fans. At Proper Crisps we are all about keeping our ingredients list to a minimum using only real food and only what is necessary to satisfy the taste buds. Flavours like Rosemary and Thyme, Chipotle and Garlic are all batch prepared the night before we add them to the bag. Locking in the flavour. It is not just about potatoes for us either with a great parsnip and kumara crisps available.”

“Our Potato range includes – Marlborough Sea salt, Rosemary and Thyme, BBQ Sweet Smoked Spanish Paprika, Apple Cider Vinegar. Kumara range included –Marlborough Sea Salt- and Chipotle and local Blenheim garlic.”

“Parsnips are lightly salted with Marlborough Sea salt. All of our range is 100% natural so they are also gluten free, dairy free, non-GMO, no added MSG, vegan and all round yummy”

Has there been any recent company news?

“We have some exciting news coming soon, with the launch of a new product in August. It is great that Proper Crisp lovers are always sharing the product with new people. We are getting more Potato Crisp peddlers joining our business to help share our secret with more in New Zealand. We are pretty well known in New Zealand but there are always some people in Wellington, Taupo, Westport or Kerikeri that haven’t tried our crisps.”

What are the plans for the business moving forward, is there any expansion on the horizon? 

“We are always looking for what we can do here and overseas. We are now exporting to USA, Singapore, Hong Kong/China and Australia and it would be neat to do more overseas. But we have to look after our own crisp lovers right here too!”

Where are your products currently available to buy, and are you looking at or wanting to expand your availability?

“We are so pleased that our products are available in Supermarkets and food outlets across New Zealand. Where there is a need and a want for a ‘Real Food Snack’, we’ll be there. We have seven flavours now which is great but our crisp creators are working on something special, something great, something different. Keep a look out at your favourite crisp location.”