Brewer launches crisps to celebrate its flagship ale


burts hobgoblin

The producers of premium snack brand Burts Potato Chips have teamed up with the Wychwood Brewery to create crisps celebrating its cask ale Hobgoblin.

The Hobgoblin Burts Spit Roast Steak Chips are being launched into the on-trade in February in 40g packs, promoted as the ideal snack for accompanying a beer.

Aimed at both women and men, the thick-cut crisps combine flavours of roasted steak with Hobgoblin premium ale and a smoky barbecue finish. Using high-quality British potatoes, the crisps are hand-cooked in small batches.

Chris Keating, marketing manager at Wychwood Brewery in Oxfordshire, added: “In our first step into the UK snack market we are certain that Burts moreishly crunchy crisps will prove popular with current Hobgoblin fans as well as attracting new customers to the brand. What better accompaniment to a pint of our legendary ruby beer than a packet of Hobgoblin crisps.”

Sales of crisps are worth £39million in the on-trade, growing at 2% and accounting for 74% of all purchases of snacks and confectionary, according to CGA Strategy figures.

Previous licensing agreements have produced Guinness Burts Chips and Guinness Rich Chill Beef Burts Chips and Burts Levi Roots Reggae Reggae Groove Cut Chips.

Simon Knight, sales and marketing director of Burts Chips, said: “At Burts we are passionate about introducing new and innovative crisp flavours, never compromising on quality to produce the nation’s tastiest chips.

“With a proven track record of extremely successful licence partnerships with Guinness and Levi Roots, we are confident that our collaboration with Hobgoblin, as one of the fastest-growing premium cask beers, for their maiden snack launch will perform exceptionally well.

“We look forward to helping the Hobgoblin brand bring taste to the nation, a goal also close to the heart of Burts.”

The launch will be supported with an integrated marketing campaign that includes an experiential sampling campaign called “Bringing Taste to the Nation” and will also be supported by on-trade point-of-sale materials, targeted on-trade advertising, PR and social media.

Hobgoblin Burts Spit Roast Steak Chips will be available in pubs and bars that are part of Marston’s, which owns the Wychwood Brewery, as well as various free-trade accounts.

The deep ruby Hobgoblin beer was first launched in bottles in 1996 and is now the Wychwood Brewery’s flagship beer, available in bottles and on draught. It is recommended for drinking with meat stew, steak and ale pie, sausages and mash, burgers, barbecue meat, roasts and chargrilled vegetables.

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