A patent-protected recipe, a £20 million oven and ten years of R&D produced a triple-cooked crisp with 50% less fat.

It needed a brand that was healthy but didn't pride itself on what it didn't contain.

Confidence says less. It texts you in lower case. Uses potato punctuation. And makes billboard-sized packets of crisps.

simply roasted became the fastest-selling snack in the UK.