Inside: Potato Market

Roger & Roger invests heavily in gluten-free chips

21 September 2017 - Clarisse van der Woude

The Belgian chip producer Roger & Roger is investing heavily this year to further grow the company in Mouscron. Knowing more? Subscribe to 'Potato Market'.

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Since last year directed Roger & Roger are arrows on the production of gluten-free chips. The aim is to realize a wide range of gluten-free crisp products as quickly as possible. However, this requires the production lines to be completely adapted. The chips producer is therefore investing more than €10 million in growth.

Every year, the Belgians spend about 10% of the turnover in optimizing the production lines, but also in the development of new production. In the past 3 years, 2 production lines for tortilla snacks, based on corn, have already been added. 

Arrive at a wide range of gluten-free chip products as soon as possible

Enlarge brand Croky
Roger & Roger realized a turnover of €120 million last year. About 90% of this is obtained from countries such as the Netherlands, Denmark and Finland. Nearly 70% of production is private label, but the company plans to increase the share of its own brand Croky by raising awareness.

1 of the 2 big players
According to CEO Yves De Vinck, Roger & Roger, which is also active in frozen vegetables, has a market share of 37%. A quarter of this consists of private label products, the rest comes under the Croky brand. The other major player on the Belgian chip market is Lays, a brand of the American giant PepsiCo.

The factory receives no less than 700 tons of potatoes every day and 1 million chips bags are packed from 38 lines for about 30 countries.

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