economy
Are these the greatest crisps on earth?
Roula Khalaf, Editor of the FT, selects her favourite stories in this weekly newsletter.
TL;DR
- Brets is now France's favourite crisp brand, surpassing Lay's with a 27% market share.
- The brand was founded in 1991 by Alain Glon with a focus on local potato varieties and growers.
- Brets offers over 40 flavours, adding 4-8 new ones annually, and maintains quality through French-sourced potatoes and local Guérande salt.
- The crisps are free from flavour enhancers, artificial colours, and sweeteners.
- Brets is expanding internationally, now available in 17 countries, and opened a second factory in April 2025.
- In the UK, Brets is gaining traction in independent retailers, bars, and restaurants, with high demand reported by some establishments.
- Celebrity endorsements, like one from Dua Lipa, have boosted Brets' global visibility.