Smith’s celebrates 90 years with Limited Edition range

The “nation’s oldest and most iconic chip brand”, Smith’s, is celebrating its 90th birthday this year and is bringing back Australia’s favourite flavours to mark the occasion.

The Limited Edition ‘Bring Backs’ range features five Australian flavours: Crispy Bacon, Tasty Cheese, Garlic Bread, Sausage Sizzle and Loaded Baked Potato, all in the popular Crinkle Cut format.

Smith’s emerged from humble beginnings in the inner-Sydney suburb of Surry Hills in 1931. Frank Smith and George Ensor originally began making chips in 20 gas-fired cooking pots, before packing them by hand with a “twist of salt” sachet for flavouring. Thirty years on, Smith’s released the first flavoured chip in Australian history with its popular Chicken flavour.

This innovation continued over subsequent years with many new flavours and industry-first products breaking into the market such as Duo’s, Poppables, and most recently, Oven Baked.

“Over its 90-year history in Australia, Smith’s has also contributed significantly to jobs, agriculture, and the economy. Smith’s only uses Australian potatoes for its chips, purchasing 90 million kilograms of fresh potatoes each year from local farmers all over the country, making Smith’s the largest buyer of crisping potatoes in Australia.”

Smith’s Brand Manager Kimberly Pettet, says “There is so much to celebrate this year with Smith’s 90th birthday – our Aussie heritage, our farmers, our customers and of course, our fans.”

“We know how much Smith’s fans love our Limited-Edition flavours, so this special ‘Bring Backs’ range is our tribute to them.”

As part of the celebrations, there is a major consumer on-pack promotion to win instant cash and prizes, with a total prize pool of $1 million.

The Smith’s 90th birthday campaign is also being supported with advertising across TV, digital, social, and out of home, in-store events, and PR throughout the year.

The Smith’s Limited Edition ‘Bring Backs’ flavours is available at select retailers nationally from $3.49:

  • Crispy Bacon – all major grocers
  • Tasty Cheese – all major grocers
  • Garlic Bread – Woolworths only
  • Sausage Sizzle – Coles only
  • Loaded Baked Potato – IGA and independent retailers only.




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