Award winning independent snack maker, Burts, is capitalising on its regional success from the staycation boom with a new brand identity and a raft of new products.
Burts is launching refreshed packaging which brings Burts provenance to the fore. The packaging showcases the long-standing relationships with local independent producers such as Quickes Cheese and South Devon Chilli Farm, showing consumers that the chips are made with care in Devon.
Dave McNulty, managing director at Burts Snacks said: “The new brand identity has a slightly nautical feel in keeping with Burts’ South West roots. We are proud to work in close partnership with our growers, our local independent suppliers and our customers. As we expand nationally we know consumers will be attracted by our Devon heritage.”
The premium snacking brand is also launching a new limited-edition Prawn Cocktail flavour, featuring a co-designed pack with charity partner, the Royal National Lifeboat Institution (RNLI). The new flavour will be available in both 40g and 150g, featuring a dramatic image of the RNLI’s orange lifeboat at sea. As the brand rolls into its second year of partnership with the lifeboat charity, RNLI, its hero flavours Lightly Sea Salted and Salt & Malt Vinegar will continue to share the charity’s lifesaving “Float to Live” message on the new packaging.
Burts is also launching a range of new Lentil Chips in the ‘better for you’ space in 20g and 85g pack sizes, available in Lightly Sea salted, Sour Cream & Chive and Barbecue flavours. The new snacks, that are a ‘dippable shape’, are aimed at consumers seeking a healthier alternative without compromising on taste and are a source of fibre and gluten-free. In fact, 62% of adults say they’re trying to eat more healthily, with 50% of consumers claiming to have cut back in the last 12 months[1].
Alongside these innovations, the new Burts Ridges takes the brand into the fast-growing Ridge Cut segment. Bringing even bigger and bolder flavours to the category, Burts is launching two new flavours with a premium take on the trend of spicy seasoning and bistro foods – Reaper Chilli and Lime and a Steak Surf & Turf flavour. The packs are available in 50g grab bag and 150g share pack to appeal to both consumers grabbing a tasty snack on the go, and those wanting to share a packet of crisps.
McNulty continues: “Our research shows that people who love good food want to try delicious new snacks made by independent companies who really care. It is shown that launching new products such as this is key to keeping consumers engaged with brands. We are just scratching the surface in terms of innovation with the tremendous manufacturing capabilities we have. This is just the start of our innovation journey, we want Burts to be a brand that can grow and grow.”
[1] Mintel 2021
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