Claimed to to be the UK's first 'hot crisps', Essex's very own 'artisan' snack purveyor Fairfields Farm is bringing out a new product called Heat & Eat. The range of potato crisps comes in 'patented triple-layered packaging', which allows the snack stay crunchy despite 30 seconds in the microwave. The idea is that the crisps taste as if they've come straight out of the fryer – warm, crispy potato, glistening with oil and dusted with seasoning. Fairfields Farm said: "Ever wondered what hot handcooked crisps taste like fresh from the fryer? With Heat & Eat, you can experience the most delicious hot crisps ever, straight from the microwave in just 30 seconds". Heat & Eat has been created to "revitalise the snacking market and give consumers a whole new eating experience". Fairfields Farm believes that manufacturers have been focusing their innovation on flavours, rather than new, bolder concepts.
