Burts Chips expands Guinness range with launch of Rich Beef Chilli flavour

Burts Chips has announced it is extending its range of hand-cooked premium crisps with the launch of Guinness Rich Beef Chilli flavour.

The move marks a continued partnership with the iconic Irish stout, following the highly successful launch of Guinness Burts Chips in October 2012.

The launch, around Arthur Guinness Day on 26th September 2013, gives retailers the chance to entice consumer with a new, seasonal product offering.

Flavour experts at Guinness and Burts Chips have been working closely together over the last six months to perfect the product. The smooth taste of Guinness has been blended with fresh jalapeño chillies and juicy, succulent beef flavours to enhance the layers of barley and hops, creating the taste of a hearty meal in a packet.

Leane Bramhall, marketing director at Burts Chips, commented: “Our relationship with Guinness is going from strength to strength – Guinness Burts Chips became one of the most notabale snack launches of 2012 and in the last couple of months we’ve secured further listings with Morrison’s, Boots and BP garages nationwide.

“With Guinness Rich Beef Chilli we’re hoping to build upon this success and have designed the new flavour, with its additions of chillies and beef flavours, to have even wider consumer appeal thereby opening the range to incremental purchase. The snack sector is extremely competitive and promotion led, but with Guinness we are providing a unique offering that consumers can’t find elsewhere.”

Source: Burts Chips