Jackpots crisps feature Union Jack branding.

As competition in the premium crisp sector heats up, one brand is keen to be at the forefront of innovation with a brand new look.

Jackpots crisps, which are produced on the farm in Essex, have forgone their bright and bold design in favor of a subtle, Union Jack branding, all in time for this summer's patriotic events.

The new packaging offers a clean and sophisticated look while retaining its iconic Union Jack branding. “We wanted to create packaging that would stand out on the shelf, confirm the crisps' premium quality and also keep the British ethos that is so important to the brand,” explains Robert Strathern, third-generation potato farmer and founder of Jackpots.

“We feel this new packaging really reflects the quality of Jackpots crisps and the care and attention we put into each bag,” continues Robert. “In a market filled with so many brands it is more important than ever to stand out from the crowd and we're hoping this rebrand will create new interest in Jackpots and open up new avenues for development,” he adds.

Alongside the rebrand, Jackpots are now also available in small 40-gram bags, as well as the large 150-gram sharing bags.