Launching exclusively in Waitrose nationwide from 7 July 2014, these crunchy bites reinforce the brand’s key messages of taste and innovation, with the wave format an overt reference to the coastal region of Devon where the crisps are produced.
Available in multipack 6x 20g bags, RRP £1.99, and in three varieties: Sour Cream & Chive Lentil Waves, Thai Sweet Chilli Lentil Waves, and Lightly Salted Lentil Waves.
“While 83% of shoppers consider the health and nutritional content of their food important, for 96% of consumers taste and quality remain the most important factors,” said marketing director Leane Bramhall. “With innovation and taste at the heart of Burts, we wanted to create an alternative snack that offered ‘no compromise snacking’. Lentil Waves have been many months in development to ensure they deliver perfection on flavour and texture, with the added benefit of offering a lighter alternative for more health-conscious consumers.”
The launch is being supported by dedicated in-store marketing and POS, as well as being part of a wide-scale integrated marketing campaign that includes PR, events and social media.
A QR code is featured on-pack, where snack lovers can vote for their favourite flavour along with the name of the fryer that cooked each bag.
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