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BRAND SPOTLIGHT

SHORE

In this brand spotlight we take a deep dive into SHORE

Category:  Savoury Snacks 

SHORE

📖 BRAND OVERVIEW

SHORE uses seaweed instead of potatoes to make their tasty crisps. They say they want to make seaweed a “food of the future”. 

  • Seaweed is more – environmentally friendly than potatoes and regenerates naturally with no need for planting. It’s 100% sustainable.

 

  • Their products can be found – at over 500 stores in the UK, and they also offer wholesale. 

 

  • Their crisps come in four flavours: lightly salted, sweet sriracha, peking duck and smoky barbecue. They also offer seaweed-based pesto and ramen broth.

 

  • The main issue is – that seaweed cannot be farmed, and the brand relies on natural regrowth to manufacture their products.

🔍  LET’S GIVE SOME CONTEXT

  • SHORE was founded by – Keith Paterson, when he realised there was an abundance of superfood available locally – seaweed. Unrecognised for its potential, seaweed has been left alone for many years, but now people are understanding its health benefits.

 

  • The seaweed grows –  on the shores of Scotland, in a place called Wick. It offers the perfect wet and salty conditions for this type of algae to thrive. 

 

  • SHORE handpicks the seaweed – to create their chips. They come in four flavours: lightly salted, sweet sriracha, peking duck and smoky barbecue. They’re packed with iodine, fibre and antioxidants, making them a healthy, sustainable snack. 

 

  • SHORE has over 500 stockists in the UK – including Sainsbury’s, Booths, Selfridges and Co-Op. They’re broadening their horizons too, and SHORE seaweed chips are available in Belgium in up to 300 Delhaize supermarkets.

 

🏢  BEHIND THE SCENES

  • Headquarters: Alness, Scotland, UK
  • Year founded: 2014
  • Employee count: 7
  • Investors: Scottish Investment Bank, Highlands and Island Enterprise (HIE) and private investors
  • Purchasing Options: Retail, wholesale, online

👉 PRODUCT AND AUDIENCE SNAPSHOT

  • Products: Seaweed chips and other products (pestos, ramen broths)
  • Category: On-the-go savoury snacks, healthy snacks
  • Product range: Roasted seaweed snacks, seaweed chips, seaweed bars, seaweed seasonings, and seaweed spreads in a variety of flavours.
  • Innovation: Sustainable sourcing, nutrient-rich superfood, with a flavourful variety
  • Target Audience: Health-conscious consumers who appreciate natural, nutrient-rich foods. Individuals interested in adding superfoods to their diet, exploring plant-based options, and embracing environmentally sustainable choices.
  • Brand positioning: A pioneer in sustainable seaweed products, emphasising wellness, tradition, and environmental impact 

🧡 THIS GETS US EXCITED

  • SHORE aims to make seaweed a food of the future –  Seaweed is 100% sustainable, provides good nutrition, regenerates naturally and is kind to the planet. It’s more sustainable than potato chips, as potatoes need to be replanted every year to grow. Seaweed grows spontaneously in the right conditions. 

 

  • By using different ingredients – they’re being more environmentally friendly but also stand out in a crowded snack market. 

 

  • All of their chip flavours are 100% plant based –  even the peking duck flavour, so they’re suitable for vegetarians and vegans.

 

  • They haven’t limited themselves to just crisps – the brand also offers seaweed pesto (in three flavours) and ramen broths.

 

  • They aren’t ruining the natural landscape –  by picking their seaweed. It’s picked in such a way that enough remains for regrowth and reproduction.

 

  • They are one of the biggest wholesale suppliers of seaweed –  providing the ingredient to other businesses.

🤔 POTENTIAL BRAND CHALLENGES

  • Production limitations – unpredictable seaweed re-growth could limit production, but it’s clear that SHORE is committed to sustainable harvesting practices.

 

  • Consumer education – still a relatively unknown ingredient but growing in popularity, the first tranche of companies in the market will have to drive awareness amongst consumers.

🏁 SOME OF THEIR COMPETITION

🛒 WHERE TO FIND THEM

  • Retail – Available to purchase from more than 500 retailers in the UK, including Sainsbury’s, Booths and Selfridges. 

 

  • Online Retail – Online at Amazon

 

  • Wholesale –  available to businesses

⏭  WHAT’S NEXT?

  • SHORE expects to launch a range of – packaged store cupboard foods that contain seaweed, expanding their current product range.

 

  • Ex-managing director Peter Elbourne declared in an interview: 

“We want Shore to be the leading seaweed company in Europe in 10 years’ time. I want to see a thriving industry, based on sound sustainable sourcing methods that benefit local communities.”

That’s an ambitious statement!

🧢 MEET THEIR TEAM

All data is correct at time of writing. 

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