Artisan crisp producer Burts Chips has strengthened its ‘better-for-you’ range with the launch of a new lighter snack, Quinoa Crinkles.
Launching in the UK this month, the healthy and crunchy snacks represent a low-calorie option at just 90kcal per pack. They are available in 20g bags with two initial flavours to choose from: sweet pepper and chorizo, plus West Country cream cheese.
Burts uses ingredients with strong provenance credentials to reflect its Devonshire heritage, including high-quality chorizo from local manufacturer the Good Game Company. The new healthy product range is bursting with Burts’ traditionally bold flavour in a quirky quinoa-based snack, the firm said.
Burts sales and marketing director Simon Knight said: “With innovation and taste at the heart of Burts Chips, we wanted to create a healthy new snacking concept following the success of our Lentil Waves range. The ‘better-for-you’ market is now worth approximately £145 million so our new product will lead the way in this growing category. After many months of development, Quinoa Crinkles will deliver a delicious indulgent flavour and crunchy crispy texture, with the added benefit of offering an exciting, lighter alternative to health-conscious consumers.”
As with the existing core range, each batch of Quinoa Crinkles is carefully cooked in Burts’ kitchen. Seasoned with natural flavours, the Crinkles feature 45% less fat than salted potato chips, are gluten-free and provide a source of fibre.
This latest addition follows the success of Burts’ Lentil Waves, which have reported 74% sales growth year on year and, Burts claimed, is currently the fastest growing ‘better-for-you’ snack on the market.
The launch is being supported by sampling activity and point-of-sale material, as well as being part of a wide-scale integrated marketing campaign that includes PR, events and social media.
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