Burts Chips has collaborated with Jim Beam to release a new limited-edition flavour of barbecue crisps in the UK.
The two companies worked together to create a snack which combined the taste of Jim Beam Kentucky Straight Bourbon with sweet and smoky barbecue flavours.
Hand cooked in small batches, the snacks are seasoned with natural flavours, are gluten-free and contain no MSG, hydrogenated fats or artificial flavours or colours.
Packaged in either 40g or 120g bags, the snacks will be available from Aldi stores for two months from June onwards, as well as from selected wholesalers in the UK.
40g bags of the crisps will have a suggested retail price of £0.79-£0.99, while the 120g bags will have an RRP of £1.79-£1.99.
Burts Chips’ sales and marketing director Simon Knight said: “Jim Beam Original BBQ crisps once more underlines the fact that Burts Chips is the UK leader in flavour innovation and taste combinations.
“Our USP is one of the key factors in the Burts Chips brand growing by 2% year-on-year to be worth £8 million – making us one of the fastest growing bagged snacks brands in the UK.
“Retailers should also note that BBQ is a universally appealing flavour and always ranks highly in consumer flavour polls.
“This unique spin on a traditional favourite offers retailers, pubs, bars and cafes the perfect opportunity to differentiate their bagged snacks offer as we approach the busy out-of-home selling season.”
A Jim Beam spokesperson added: “Jim Beam and Burts share a strong synergy and we are excited about our new collaboration, welcoming Burts into the Jim Beam family.
“As we say at Jim Beam, ‘Come as a friend, leave as family’. With 67% of Jim Beam shoppers buying big bag crisps, there is a natural link between Jim Beam and shared snacking occasions, and we are confident that the launch will be well received amongst our audience and meet demand for great tasting, adventurous snacks.”
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