Salt and black pepper is the safe choice for unusual formats. When you’re asking consumers to accept a new base product, familiar flavouring reduces resistance. M&S applies this logic to their lentil tortillas.
The lentil base remains the interesting element. Light, crisp, different from corn or potato in ways that create novelty without alienation. You’re aware you’re eating something different while still recognising it as a tortilla chip.
The seasoning is appropriately gentle. Pepper warmth, salt presence, nothing that demands attention. It’s background flavouring for a foreground texture experiment.
These work as dip vehicles. The protein content appeals to health-conscious snackers. The format is interesting enough to justify purchase once, familiar enough to repurchase without thought.
Inoffensive innovation. Sometimes that’s the right approach.
