First savoury variety bag from Burton’s

Burton’s Biscuit Company has launched its first savoury mixed variety bag under its £19.1m Fish ‘n Chips brand.

Launching in Asda this month, with further listings expected in the coming months, are new variety packs that will feature two 25g bags of both Fish ‘n’ Chips Salt ‘n’ Vinegar and Pickled Onion variants, alongside two 25g bags of Chicken ‘n’ Chips.

The packs will be available in case sizes of 12 and priced at £1.89.

“As savoury biscuits increasingly move into the crisps, snacks and nuts category, and as we look to broaden the flavour offering for Fish ‘n’ Chips, there’s never been a better time to align the brand with other bestsellers in the category by introducing a mixed flavour multi pack,” says David Costello, head of category and shopper management at Burton’s Biscuit Company.

“Since launching in 2014, Fish ‘n’ Chips has gone from strength to strength, driving 23% of savoury biscuit growth and approaching £20m brand value. This launch marks the first time Fish ‘n’ Chips has been available in a six pack format.”

The announcement follows the reintroduction of Chicken ‘n’ Chips to the Burton’s savoury portfolio in June.