Burts Chips reveals new look and updated flavours

01-Feb-2013 - Last updated on 01-Feb-2013 at 09:16 GMT

The new packaging aims to represent the hand-crafted, artisan credentials of Burts Chips

Premium crisps brand Burts Chips has unveiled a new look for its range of hand-cooked crisps which are available to foodservice businesses across the UK.

Product details:

The Devon-based company has completely revamped the Burts brand, with new packaging, updated flavours, an enhanced website, and the introduction of social media channels.

The new packaging aims to represent the brand's hand-crafted, artisan credentials and to ensure strong shelf stand-out, enhanced by the range of bright, eye-catching colours, which allow consumers to easily indentify the seven different flavours available.

The Burts Chips range of flavours now includes:

Burts Traditional: Sea Salt, Sea Salt and Malted Vinegar, Sea Salt and Crushed Peppercorns, Vintage Cheddar and Spring Onion, Thai Sweet Chilli
Burts Bistro: Sausage and Wholegrain Mustard, Jalapeño and Red Pepper, Pesto
Burts Wave Cut: Firecracker Lobster, Wasabi Steak and Sea Salted

The white square, which has featured on the Burts Chips packaging since the brand first launched in 1994 remains as well as its traditional matte finish, to appeal to Burts’ loyal consumers.

The name of the person that hand cooked each pack is clearly displayed as well as the name of the field the potatoes came from, as a mark of provenance and pride in the products. Its British credentials are also communicated via a new strapline: 'Burts, British Potato Chips Hand Cooked With Care'.

USP:

In line with the fact that consumers are increasingly seeking out natural snack options, Burts now displays a number of 'free-from' messages front-of-pack, including free from artificial flavours, colourings, gluten and MSG.

Burts Chips have also included a QR code on each pack, directing consumers to the new interactive Burts Chips website and a launch competition to win one of 1,000 Burts Chips aprons, as modelled on the front of each packet of its crunchy potato chips.

Cost:

Burts chips are available to buy in wholesale packs of 20 x 40g at £8.99; and 10 x 150g at £12.00.

Availability:

Businesses should contact Burts directly to order and they will direct them to the relevant wholesaler. They can call 0800 023 7404 or visit www.burtschips.com.

Why you should buy them:

Leane Bramhall, marketing director at Burts Chips, said: “We’re very excited to be launching the new Burts Chips brand. The packaging boldly reinforces our core values, but in a fresh, fun and modern way, which we’re confident will appeal to consumers. We want to strengthen our on-shelf presence, engage further with our consumers and create wider appeal. Flavour innovation also remains key, so retailers should keep their eyes peeled for exciting new flavours from Burts in the coming months.”

More information:

The new Burts website launches in the last week of January and the new brand launch will be supported with a wide-scale integrated marketing campaign, which includes PR, events and a digital campaign.