El Rustico Launches Deli-Style Potato Chips in Woolworths as Premium Segment Expands
Spanish snack brand El Rustico has launched a new line of deli-style potato chips into the Australian market, securing national retail distribution through Woolworths. Positioned as a premium yet affordable product, the range is available in three flavour variants—Original, Salt and Vinegar, and Chilli and Lime—at a retail price of AUD $3.80 per packet.
Manufactured with an emphasis on artisanal production and heritage-driven branding, El Rustico aims to differentiate itself in an increasingly competitive premium snack category. According to the company, the new product line is designed to offer “quality, heritage, and flavour” without alienating price-sensitive consumers.
“We’ve created a product that feels special, tastes incredible, and is still accessible to everyday Australians,” said Richard Fowell, Marketing Manager at El Rustico. “Quality, heritage, and flavour are at the heart of El Rustico.”
The chips are being positioned to compete with both established domestic brands and growing imports in the premium potato chip segment. The exclusive distribution deal with Woolworths gives El Rustico immediate visibility in a retail landscape where shelf space for gourmet snack products is highly contested.
The move reflects a broader trend in the snack food industry, where consumer demand is shifting toward differentiated, flavour-forward products that offer an elevated eating experience. While pricing remains a key consideration, the AUD $3.80 price point places El Rustico at the lower end of the premium spectrum—potentially widening its appeal to mainstream shoppers seeking occasional indulgence.
With private label innovation and imported offerings gaining traction in Australia’s snack aisle, El Rustico’s entry signals further fragmentation in the category and a continuing push for artisanal positioning in mass retail.
