Burton’s bolsters Fish ‘n’ Chips brand
Burton’s Biscuit Company has extended its £9.5 million Fish ‘n’ Chips brand portfolio, with the addition of a new thin, crispy variant, Crisp ‘n’ Fin, targeting sharing occasions.
Available in two flavours, salt & vinegar and sour cream & chive (RRP £1.59 per 150g), Crisp ‘n’ Fin is available in case sizes of eight. Crisp ‘n’ Fin will feature fish and chips shapes, using a lighter recipe for a thin and crisp texture.
The launch also accompanies a packaging refresh for the brand, with a new logo and brand identity to be rolled out across the core range from November.
Mandy Bobrowski, UK & Ireland marketing director for Burton’s Biscuit Company, says, “With the introduction of Crisp ‘n’ Fin, we’re tapping into the rising consumer demand for sharing, the leading format in the crisps, snacks and nuts category, which has now overtaken multipacks by some way.
“The product delivers all of the flavour that consumers have come to expect from Fish ‘n’ Chips; it also follows the lead of our core Fish ‘n’ Chips range, being baked not fried for a more permissible snack.”
The launch of Crisp ‘n’ Fin, along with the wider brand refresh, will be supported by a £100,000 campaign including in-store activation and social media activity.
