Premium crisp brand Burts Chips has announced its latest range extension, teaming up with Irish brewer Guinness to launch a Guinness toasted cheddar variety.
The range, which has already added over £4m in sales value since its introduction, will see the new release being added to Burts’ earlier Guinness and rich beef chilli flavours.
With cheese maintaining its position as the number one crisp flavour in the UK, Burts Chips and Guinness have worked closely in partnership to create this mature double act that uses thickly cut potatoes, and blends the classic cheese toastie with the iconic stout for “a perfect combination”, Burts said.
The launch comes amid rapid market growth for the Devon-based company, which is currently experience double-digit sales growth to become one of the fastest growing snack brands in the UK.
Burts Chips sales and marketing director Simon Knight said: “Our relationship with Guinness continues to strengthen, bringing together the expertise and craftmanship of both brands. The Guinness toasted cheddar launch offers greater choice to consumers looking for a great tasting, innovative snack to enjoy at home or on the go.
“With the snacks sector extremely competitive and promotion led, products must have a solid distinction so retailers can achieve market cut through and a high profit margin. The Guinness original launch was the largest true innovation launch of the hand-cooked sector in 2013 and the new toasted cheddar flavour presents a unique offering that consumers simply can’t find elsewhere, giving retailers a strong point of difference with a proven track record of success.”
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