The company, which is currently worth £32.3m and continues to outperform the UK market, has agreed a deal to supply its crisps to Gulf supermarket chain LuLu Hypermarket.
The brand will initially be introduced into hypermarkets across Dubai as part of the chain’s ‘Best of British’ event.
The first shipment, made up of 120g bags of Sea Salted, Black Pepper, Cheese & Onion and Sweet Chilli flavours, is being launched in-stores from this month.
As part of the company’s bid to enter overseas markets, Seabrook has re-appointed its marketing director, Kevin Butterworth, as marketing and international sales director.
Butterworth said: “As the brand’s first export agreement, this is a promising venture as we recognise the huge potential there is to expand trade in Dubai and the rest of the Gulf.
“As well as this region, we have identified a number of other international markets that provide opportunities to enter and I will be actively targeting each as part of my new role in the business.”
In the UK, Seabrook Crisps is currently growing ahead of the overall crisps category and enjoying 4.6% year-on-year growth.
The UAE is a lucrative market for British exporters, with UK exports to the nation totalling £6.4n last year.
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