Premium crisp producer Burts Chips has teamed up with drinks producer Diageo to launch Guinness flavoured and branded crisps.
Flavour specialists from Guinness have been working closely with the team at Burts Chips for the last six months to devise a flavouring for crisps which will convey the strong, bittersweet flavour of Irish stout. The flavour has been added to Burts' thick cut crisps which are cooked in high oleic sunflower oil. The crisps, which carry Burts and Guinness branding on them, have just been launched in retail and are now being made available to the on-trade. They follow the successful launch of Guinness branded peanuts and cashews in the snack category.
Flavoured crisps are huge in the UK and it's not the first time that another brand has added its name to crisps. However, it is the first time that Guinness has lent its flavour and name to crisps and with such strong branding attached and with the obvious link to a drink sold in pubs, the product could be a popular choice when stocked behind the bar.
A 40g packet has an RRP of 75p
The crisps are available to the on-trade this month from usual suppliers.
Why you should buy it:
"Guinness is one of the world’s most popular beers, enjoyed all over the globe - and everyone knows that there’s no better combination than a pint and packet of crisps, so a stout flavoured crisp seemed the obvious next step. With both brands currently performing very well and receiving positive consumer feedback this is a chance for to retailers to capitalise on the launch and drive sales,” said Leane Bramhall, marketing director at Burts Chips.