Burts Chips launches two new flavours: Hobgoblin Hamageddon and Levi Roots Caribbean Coconut Curry

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Burts Potato Chips, producers of premium artisan snacks, is set to unveil its second flavour innovation in partnership with the Wychwood Brewery – part of the Marston’s brewing portfolio.

Hobgoblin Burts Hamageddon Potato Chips are said to offer a unique and unexpected flavour this summer, combining roasted ham, Hobgoblin Gold premium beer and pickle – in line with the growing consumer trend for alcohol flavours.

Hobgoblin Hamageddon flavour crisps

Hobgoblin Hamageddon flavour crisps

Burts is also launching Levi Roots Caribbean Coconut Curry Groove Cut Crisps in a bid to drive summer sales.

Available to retailers from 1 July in 40g packs, Hobgoblin Burts Hamageddon Potato Chips follow the launch of Hobgoblin Burts Spit Roast Steak Potato Chips last year, which created a successful and growing partnership already worth nearly £400,000.

Hobgoblin Burts Hamageddon Potato Chips offer the same premium, hand-cooked quality of other products in the Burts portfolio – made with British potatoes in small batches, without added MSG, artificial colours, flavours or hydrogenated fat. They are carefully crafted as the ideal accompaniment to beer and to appeal to both men and women.

Simon Knight, sales and marketing director of Burts Chips, said: “We’re already seeing great success with the first Burts launch under the Hobgoblin brand and are expecting this innovative new flavour to appeal to both existing and new consumers. Burts is known for its premium snacks and flavour innovation, while Hobgoblin® Gold is considered to be one of the most successful craft beer launches of last year and Marston’s is one of the UK’s fastest growing brewing brands. This winning partnership will drive consumer interest through both the retail and on-trade channels.”

Chris Keating, marketing danager at Wychwood Brewery, added: “Hobgoblin® Burts Hamageddon Potato Chips make the perfect accompaniment to our Hobgoblin Gold. Our customers want strong flavoured snacks with premium credentials and this launch ticks every box.”

The launch will be supported by a trade PR and advertising campaign from June to September, including an appearance at the Speciality Fine Food Fair in September this year. The consumer campaign includes online and print media, a direct email campaign, social media and sampling at the Wychwood Festival in Cheltenham from 3-5 June 2016. It will also benefit from Marston’s support at various summer festivals and Halloween promotional activity. (RRPs: 79-99p per 40g).

The new Levi Roots Caribbean Coconut Curry Groove Cut Crisp flavour joins award-winning Levi Roots Reggae Reggae Groove Cut Crisps in the portfolio, which already has sales of more than £400,000, growing at +8% year-on-year. The new flavour offers Burts’ customers another opportunity to enjoy this partnership between two unique brands.

The total Levi Roots product portfolio is now worth more than £40m, spanning snacks, soft drinks, sauces and pre-prepared foods, while Burts is an award-winning, premium snacks brand that prides itself on its hand-cooked crisps, using British potatoes in small batches, without added MSG, artificial colours, flavours or hydrogenated fat.

Levi Roots Caribbean Coconut Curry Groove Cut Crisps offers an authentic Caribbean flavour made with a blend of real spices including coriander, turmeric, cumin, ginger, fennel and Habanero chilli. They are also in line with the enormous consumer interest in all things coconut flavoured.

Knight said: “The popularity of Levi Roots continues to grow. It’s a distinctive brand with a credible spicy flavour and is now expanding into new areas – including a new Levi Roots Caribbean Smokehouse restaurant in Westfield Stratford in East London, proving its fantastic popularity with consumers.

“Our new flavour is genuinely different and has already proved popular in taste panels, showing that shoppers are looking for ways to add hot, spicy flavours to their snacking repertoire.”

Levi Roots Caribbean Coconut Curry Groove Cut Crisps come in vibrant packaging in line with other products across the Levi Roots portfolio and will carry a “New Flavour” flash on the front of pack.

The launch is supported by a trade PR and advertising campaign from June to September, including attendance at the Speciality Fine Food Fair in September this year. The consumer campaign includes online and print media, a direct email campaign, social media and sampling at South West events and at the Notting Hill Carnival. (RRPs: 79-99p per 40g).