Burts Chips has again teamed up with Guinness to launch a new crisp flavour that brings together the stout with toasted cheese.
The new Guinness Toasted Cheese crisps are being introduced this month, following the success of Guinness Rich Beef Chilli which was launched in 2013. They will be available in 40g packs.
It is based on research by Burts Chips that revealed that consumers largely preferred the flavour of the Irish stout in snacks when mixed with other mainstream flavours.
Burts Chips is currently experiencing double-digit sales growth and is now one of the fastest-growing snack brands in the UK.
Burts Chips sales and marketing director Simon Knight said: “Our relationship with Guinness continues to strengthen, bringing together the expertise and craftmanship of both brands.
“The Guinness Toasted Cheddar launch offers greater choice to consumers looking for a great-tasting, innovative snack to enjoy as the perfect pairing to a pint at the pub.
“With the snacks sector extremely competitive and promotion led, products must have a solid distinction to achieve market cut-through and a high-profit margin.
“The Guinness original launch was the largest true innovation launch of the hand-cooked sector in 2013 and the new Toasted Cheddar flavour presents a unique offering that consumers simply can’t find elsewhere, giving our customers a strong point of difference with a proven track record of success.”