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Savoursmiths’ delight at 1,000th US store success

Intriguing flavour combinations are the norm at Savoursmiths
Intriguing flavour combinations are the norm at Savoursmiths

Duxford-based Savoursmiths is celebrating: just six months after its first packet crossed the Atlantic, Savoursmiths crisps can be found in more than 1,000 stores across the United States.

Truffle and Rosemary is most popular flavour among US consumers, mirroring UK consumer habits for the Cambridgeshire potato-based snack which offers various audacious options including Parmesan and Port, along with Bubbly and Serrano Chilli.

The 1,000-store milestone was reached just six months after the first packet was exported to the US in February, and less than three years since the business was founded by Mike Russell Smith, a former wealth management adviser, and Colette Russell Smith, an international model. The business was helped by the Department for International Trade, which assisted the company with "trade missions, logistics, market research and identifying distributors in the country".

“We saw the potential in the United States snacking market for something original, fun, exciting and luxurious, and sent our first container in February,” said Mike. “We found that we can compete with established brands across the world by offering luxurious products and are delighted to be in 1,000 stores across the country.”

Husband-and-wife team Mike and Colette Russell Smith of Savoursmiths
Husband-and-wife team Mike and Colette Russell Smith of Savoursmiths

Antony Philipson, HM trade commissioner for North America, said: “I’m delighted that Savoursmiths chips can now be enjoyed in over 1,000 shops across in the US, and many congratulations to them on this major milestone. We Brits might call them crisps but they are a hugely popular snack on both sides of the pond so this is an ideal export destination for Savoursmiths’ fantastic products.

“Taking the export plunge always requires careful planning and I hope their success will inspire other UK companies to look for new markets to grow their brands and diversify their customer base. I and my colleagues at the Department for International Trade stand ready to help them succeed across North America.”

Mike and Colette are both passionate foodies and believers in the importance of traceability and sustainability. Made using potatoes grown on their family farm in Cambridgeshire, Savoursmiths can already be found on the shelves of Harrods and Waitrose.

Mike said: “As a third-generation potato farmer, I have always had a natural love of English farming and the countryside. After leaving my job in the City in 2016, I saw a chance to create something novel and unique with my Cambridgeshire spuds.

“My wife and I launched the business in 2016 to give people across the country a luxurious snacking alternative, complete with audacious flavours and eccentric packaging. On our journey, however, we have also discovered the international hunger for our products.

“The eccentricity of our brand has worked well to grab attention and move stock from shelves into baskets, especially in a market like the United States,” added Colette.

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