Burts Chips unveils the authentic taste of Bourbon


Burts Chips

Burts Chips is launching another flavour in its series of hugely successful partnerships with iconic drinks brands – this time with Jim Beam, the world’s No.1 Bourbon.

The crisps come in 40g single-serve bags (RRP 79p-99p) and 120g sharing bags (RRP £1.79 – £1.99), launching into the retail and hospitality trade this summer via Burtscrisps.com and selected wholesalers. The new flavour crisps will also feature in Aldi as limited edition for a two-month period starting in early June.

Jim Beam Original BBQ flavour crisps is the result of the Burts Chips and Jim Beam teams working in partnership to perfect the combination of the authentic flavour of Jim Beam Kentucky Straight Bourbon with sweet, smoky BBQ flavours. Like all Burts’ snacks, the new crisps are hand cooked in small batches, seasoned with natural flavours, are gluten-free and contain no MSG, hydrogenated fat, artificial flavourings or colourings.

Burts Chips’ sales and marketing director Simon Knight said: “Jim Beam Original BBQ crisps once more underlines the fact that Burts Chips is the UK leader in flavour innovation and taste combinations. Our unique usp is one of the key factors in the Burts Chips brand growing by 2% year-on-year to be worth £8m – making us one of the fastest growing bagged snacks brands in the UK.

“Retailers should also note that BBQ is a universally appealing flavour and always ranks highly in consumer flavour polls. This unique spin on a traditional favourite offers retailers, pubs, bars and cafes the perfect opportunity to differentiate their bagged snacks offer as we approach the busy out-of-home selling season.”

A Jim Beam spokesperson added: “Jim Beam and Burts share a strong synergy and we are excited about our new collaboration, welcoming Burts into the Jim Beam family. As we say at Jim Beam, ‘Come as a friend, leave as family’. With 67% of Jim Beam shoppers buying big bag crisps[1], there is a natural link between Jim Beam and shared snacking occasions, and we are confident that the launch will be well received amongst our audience and meet demand for great tasting, adventurous snacks.”

Jim Beam Original BBQ joins the other best-selling licensed products in the Burts Chips portfolio. The range includes Guinness and Guinness Rich Chilli, Hobgoblin® Spit Roast Steak crisps – a partnership with the Wychwood Brewery and finally Burts Levi Roots Reggae Reggae Groove Cut Crisps.

The launch will be supported by sampling activity, as well as being part of a large-scale, integrated marketing campaign including PR, events and social media.