The gourmet crisp firm that’s making a packet

Other food producers might like to take note – the Lincolnshire gourmet crisp-maker has just reported a 31 per cent rise in annual sales.

Managing director Alex Albone puts the success down to being “bloody good”.

The 49-year-old entrepreneur described himself as “just a farmer with a mid-life crisis”.

He owns the business with partners James Sweeting and Simon Herring, the pair behind the Lincoln and York coffee roasting business.

Pipers turned over £4.2m last year. Mr Albone declined to discuss how much the firm took in profits, saying “that’s like asking a farmer how many acres he farms”. But he added: “We are making a living.”

A sign in the reception at Pipers’ head office says the company does not supply the major multiples. Mr Albone explained: “There are so many routes to market for a packet of crisps.

“When you are a smaller business and you are starting out there is a risk associated with taking the route to supplying the major supermarkets with them being your largest purchaser.”

He added: “It ensures our independent retailers can offer a real point of difference at a sensible margin.”

Pipers was founded in 2004 and started supplying local businesses. The firm has since grown by 25-30 per cent each year, said Mr Albone. Its products are now available in 5,000 outlets, including pubs, sandwich bars, garden centres and farm shops, many of which are within 130 miles of the head office at Brigg.

The company has its own fleet of six vans and has started supplying outlets in London.

Asked about his future plans, Mr Alborne told the Yorkshire Post: “We are going to double the size of the business and we are going to stay out of the supermarkets.”

The company updated its brand a year ago and designed new packaging to catch the eye of customers.

It has also introduced a new flavour – chorizo – to the range, which includes cider vinegar and sea salt; sweet chilli; cheddar and onion; sea salt; black pepper and sea salt; and spicy tomato.

Pipers has upped production to 24 hours a day to cope with demand and is adding to its 48-strong workforce.

A survey of food producers named the company “best brand”.