LDC-backed Seabrook Crisps bags Australia export deal

LDC-backed Seabrook Crisps has secured a new contract to supply Aldi who have 470 stores in Australia. 

The iconic Yorkshire crisp brand has an annual turnover of £30m, and it forecasts four per cent of its sales to come from exports by the end of this financial year. 

Seabrook began exporting after LDC backed the management buyout of the business in 2015. The Bradford-based manufacturer has since secured export deals with Lulu Hypermarket in the United Arab Emirates (UAE), Monoprix in France and Carrefour in Spain. 

Kevin Butterworth, marketing and international sales director at Seabrook Crisps, said: “Successful exporting requires long-term commitment and our aim for the next five years is to deliver ten per cent of revenue through exports, something we will look to continually build on. The latest retail deal with Aldi in Australia is a significant step forward and keeps us on target to achieve four per cent revenue in exports by April 2018, two years from our first export sale in April 2016. 

“We wanted to export for some time and the financial backing and support of LDC has helped us achieve this. We have recently injected £4m into upgrading our factory, giving us what we needed in terms of increased capacity, flexibility to provide shorter product runs for international markets and to reinforce packaging to extend shelf life from four to 11 months as the export market requires.” 

Ged Gould, senior director at LDC in the North West, added: “Seabrook Crisps is a quintessential British brand and the contract with Aldi Australia is the latest in a string of international deals the business has secured over the past two years. This is not only representative of the demand for ‘made in the UK’ products, but more importantly the quality and variety of the Seabrook Crisps range. 

“Since partnering with Seabrook in 2015, we’ve worked closely with the management team to support and help deliver its growth ambitions. International growth has been a key part of this and we’re looking forward to supporting the business as it continues its expansion overseas.”