Burts Chips is launching another flavour in its series of hugely successful partnerships with iconic drinks brands – this time with Jim Beam, the world’s No.1 Bourbon.
The crisps come in 40g single-serve and 120g sharing bags, launching this summer via on line retailer Burtcrisps.com and selected wholesalers.
Jim Beam Original BBQ flavour crisps is the result of the Burts Chips and Jim Beam teams working in partnership to perfect the combination of the authentic flavour of Jim Beam Kentucky Straight Bourbon with sweet, smoky BBQ flavours. Like all Burts’ snacks, the new crisps are hand cooked in small batches, seasoned with natural flavours, are gluten-free and contain no MSG, hydrogenated fat, artificial flavourings or colourings.
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 unique usp is one of the key factors in the Burts Chips brand growing by 2% year-on-year to be worth £8m – making us one of the fastest growing bagged snack 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 the perfect opportunity to differentiate the bagged snacks offering.”
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”
Jim Beam Original BBQ joins the other best-selling licensed products in the Burts Chips portfolio. The range includes Guinness and Guinness Rich Chilli, Hobgoblin® Spit Roast Steak crisps – a partnership with the Wychwood Brewery and finally Burts Levi Roots Reggae Reggae Groove Cut Crisps.
The launch will be supported by a large-scale, integrated marketing campaign including PR, events, social media and sampling
