Kasi Crisps (Pty) Ltd Business Plan › Section 6 › Product Strategy

6.1 Product Portfolio Architecture

Kasi Crisps will launch with a carefully structured four-tier product portfolio designed to maximise market coverage while maintaining brand coherence. The portfolio architecture is informed by consumer research, competitive gap analysis, and production optimisation considerations.

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6.1.1 Kasi Classic Range (35% of Revenue)

Traditional thin-cut potato chips available in distinctly South African flavours: Original Sea Salt, Salt & Vinegar, Chakalaka Fire, Braai Day BBQ, Peri-Peri Flame, and Cheese & Onion. These products target the mass market with competitive pricing at ZAR 5.99 (30g), ZAR 14.99 (75g), and ZAR 21.99 (125g).

6.1.2 Kasi Kettle Range (25% of Revenue)

Premium kettle-cooked chips with a thicker cut and satisfying crunch, positioned as an artisanal offering. Flavours include Balsamic Vinegar & Rosemary, Smoked Paprika, Cape Malay Curry, and Himalayan Pink Salt. Retail pricing at ZAR 34.99 (150g) positions these below imported premium brands while delivering superior taste.

6.1.3 Kasi Lite Range (20% of Revenue)

Baked and air-fried potato chips with 50–70% less fat than traditional fried variants. This range directly addresses the health-conscious consumer segment with clean-label formulations: no artificial colours, no MSG, and reduced sodium. Available in Lightly Salted, Sweet Chilli, and Garden Herb flavours.

6.1.4 Kasi Bold Range (20% of Revenue)

Intensely flavoured ridged chips targeting younger consumers (18–30) who seek bold taste experiences. Flavours draw from South African street food culture: Gatsby Masala, Bunny Chow Spice, Shisa Nyama, and Durban Curry. This range will be the primary focus of social media marketing and influencer partnerships.

6.2 Packaging Strategy

Packaging will employ multi-layer metallised polypropylene film with nitrogen-flush technology to ensure a minimum 6-month shelf life. All packaging will feature vibrant, culturally resonant artwork that celebrates South African heritage. Pack sizes are strategically designed to match consumption occasions:

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