Burton’s Biscuit Co. is giving its classic Fish ‘N’ Chips Salt & Vinegar snack a sporty packaging refresh to coincide with a busy sporting calendar over the next few months.

The iconic Salt & Vinegar pack will be re-branded ‘Sport & Vinegar’, with limited edition packs rolling out this month (March) and available until September.

In addition to the new flavour descriptor, sporty imagery will feature across all 25g and 125g pack formats.

Kate Needham, Burton’s Biscuit Co Marketing Director, said the move would align Fish ‘N’ Chips closely with a busy calendar of sporting events throughout spring and summer.

“Fish ‘N’ Chips fans are heavily into sport and we’re confident that limited edition ‘Sport & Vinegar’ will be an absolute winner,” she said.

The limited edition product will be supported by wide-ranging social media activity, consumer promotions and in-store activation.

Fish ‘N’ Chips Sport & Vinegar is available in a range of pack formats, including 5 pack (5 x 25g) 6 pack (6 x 25g) and 125g.

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