Exhibiting at HRC London 2025 (Hotel, Restaurant, Catering)

Founded with a bold and flavour-forward vision, Mr Singh’s Chilli Crisps has carved a unique niche in the UK’s snack food industry. Based in London, this independent snack brand is celebrated for bringing unapologetically bold, spicy crisps to the British market, blending multicultural flavour inspiration with an irreverent, cheeky brand identity. With strong community roots and a rapidly growing digital presence, Mr Singh’s is redefining how spice lovers snack.

Core Business and Product Portfolio

Mr Singh’s core business revolves around the manufacture and retail of flavoured potato crisps—all crafted with a signature chilli kick. The brand’s entire product lineup is vegetarian and made with quality ingredients, delivering layers of bold flavour beyond standard snacking options.

Their standout products include:

• Chilli, Cheese & Onion
• Chilli, Lemon & Cracked Salt
• Spicy Chicken Tandoori
• Spicy Bacon & Brown Sauce
• 7 Deadly Sins (Extreme Heat Multipack)
• Sweet Reapers Bundle (Sweet and Spicy Range)
• Build Your Bundle (Customisable Selections)

These products are available via their official online store, as well as in selected independent retailers and boutique snack outlets across the UK.

Specialisation and USP

What separates Mr Singh’s from traditional crisp brands is its unfiltered, bold flavour identity. Unlike conventional products, these crisps come with an intentionally aggressive spice profile—designed for spice aficionados and adventurous eaters.

Key USPs include:

• Cultural Fusion: South Asian-inspired flavour profiles like tandoori and masala blends
• Vegetarian-Friendly Recipes
• Small-Batch Quality Control
• Artisan Branding with Humour-Driven Packaging
• Vegan-Friendly Variants

The brand’s “7 Deadly Sins” pack, featuring 7 different super-spicy flavours, has become a viral hit on social platforms and YouTube, where it’s commonly featured in taste-test challenges.

Digital & Social Presence

Mr Singh’s Chilli Crisps has built a strong digital identity, with active engagement on multiple platforms:

• YouTube: Over 1,000 subscribers with content focused on flavour reviews, production sneak peeks, and influencer shout-outs.
• Instagram & TikTok: Highly visual brand presence showcasing customer reactions, behind-the-scenes production, and influencer collaborations.
• Facebook & Twitter: Used for announcements, customer engagement, and direct promotions.

This strong digital engagement strategy has directly contributed to increased online sales and repeat customer loyalty.

Financials and Sales Performance

While Mr Singh’s is a privately held company and does not publicly disclose full financials, market performance indicators reflect strong consumer traction:

• Online Sales:
  • A reported 3x increase in online orders between 2022 and 2024.
  • Significant uptick during limited-edition bundle launches and influencer campaigns.
• Product Review Sites:
  • 4.7/5 average rating across major snack review platforms (Abillion, Trustpilot, Instagram polls).
• Subscription Growth:
  • The brand introduced bundle subscription models in late 2023, which contributed to a 20% month-on-month recurring customer rate.

Target Market

Mr Singh’s crisps appeal primarily to:

• Young urban consumers aged 18–35
• Spice and flavour enthusiasts
• Adventurous snackers
• Ethnic food lovers across the UK
• Vegan and vegetarian consumers

The branding and product design also speak strongly to influencer-driven millennials and TikTok audiences, where spicy food challenges are popular content formats.

Capabilities and Operations

Although the brand began as a small kitchen experiment, it has since scaled operations via:

• Outsourced small-batch manufacturing in the UK
• Direct-to-consumer eCommerce
• Fulfilment partnerships for domestic and limited international orders

This lean manufacturing model allows flexibility and rapid testing of new SKUs based on customer feedback and social trends.

Certifications and Compliance

While not heavily reliant on formal certifications, Mr Singh’s assures customers of the following:

• Vegetarian Society Approved (for most SKUs)
• Allergen Labelling in Compliance with UK FSA Regulations
• Vegan-Friendly Labelling for select crisps
• Batch Traceability and Quality Assurance Processes documented during manufacturing

The brand emphasizes transparency with full ingredient listings and nutritional info on its website and packaging.

Customer Testimonials and Reviews

Numerous verified testimonials highlight the brand’s flavour innovation and customer service:

“You haven’t truly had crisps until you’ve had Mr Singh’s. The heat, the flavour, the crunch — it’s all elite.”
— Verified Customer Review on Trustpilot

“Perfect balance of cheese, onion and heat. The Chilli Cheese & Onion crisps are now a weekly essential in our house!”
— Product Review, Instagram

“Finally, a brand that understands spice lovers. Not for the weak. Love it.”
— YouTube Influencer Review (UK Spicy Food Show)

Major Achievements

• Featured in BBC Good Food Show (2023) as a top independent snack startup
• 7 Deadly Sins pack went viral on TikTok, generating over 500k+ views
• Recognized by The Grocer Magazine (2024) as “One to Watch” in challenger snack brands
• Built an organically grown email subscriber list of 10,000+ spicy snack fans

Mr Singh’s Chilli Crisps continues to push boundaries in the premium snack segment, combining heat, humour, and heritage to create an unmistakable snacking experience for a new generation of spice lovers.