Artisan crisp brand Burts has launched a new roast beef flavour of its premium snacks, in collaboration with an organic meat supplier.
Devon-based Well Hung Meat Company’s partnership with the brand will satisfy “the increased consumer demand for strong traceability and high quality ingredients”, Burts said. The new flavour makes use of the meat supplier’s “close relationship with its local organic beef farmers,” the brand added.
Available in 40g and 150g pack sizes, the new flavour will debut at the International Food Exhibition in London this month. “Set to bring some excitement to the premium snack category”, the new flavour follows year-on-year growth of 30% for the brand, which is now worth £15m, and a national survey that suggested roast beef was the UK’s favourite dish.
Burts Chips sales and marketing director Simon Knight said: ‘We’re really passionate about our Devonshire heritage and work closely with suppliers from the South West to source the finest ingredients, where possible, from the local area. With Devon renowned for producing some of the best beef in the country, identifying a local supplier to partner with was essential in the production of our new Devon roast beef flavour.” The Well Hung Meat Company’s Thomas Bourne added: “We take great pride in working with farmers devoted to rearing premium beef cattle on and around the south Devon coast and are thrilled to partner with a brand that takes as much care over the production of their crunchy chips as we do our meat. We’re certain these chips will be really popular with people who, like us, value quality and integrity in their food, proving to be their ultimate snack of choice.”
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