Burton’s Biscuit Company has extended its £9.5m Fish ‘n’ Chips brand portfolio with the launch of Crisp ‘n’ Fin: a thinner, crispier variant targeting sharing occasions.
Two flavours are available now – Salt & Vinegar and Sour Cream & Chive. Both come in 150g packs (RSP £1.59) in case sizes of eight.
Crisp ‘n’ Fin features fish and chips shapes; these are made using a lighter recipe to deliver a thin and crisp texture. It taps into demand for sharing formats. It is also part of a growing trend for thinner and crispier offerings like Jacob’s Mini Cheddar Crispy Thins; Ritz Crisp & Thin; and Burton’s own Maryland Thins.
The new product also marks the introduction of a packaging update for the Fish ‘n’ Chips brand, with a new logo and brand identity to be rolled out across the core range from November.
The launch of Crisp ‘n’ Fin, along with the wider brand refresh, will be supported by a £100,000 campaign which includes in-store activation, POS, sampling and social media activity.
“The re-introduction of Fish ‘n’ Chips in 2014 acted as a springboard, fuelling the trend for baked snacks, with a number of brand launches following suit from key players in the savoury snacking market,” said Mandy Bobrowski, UK & Ireland Marketing Director for Burton’s Biscuit Company.
“The product delivers all of the flavour that consumers have come to expect from Fish ‘n’ Chips. It also follows the lead of our core Fish ‘n’ Chips range, being baked not fried for a more permissible snack. The addition of a Sour Cream & Chive variant marks our first foray into more mainstream flavour territory and this, along with the striking new pack design soon to roll out across the Fish ‘n’ Chips range, means retailers can look forward to driving profits from savoury snacking this autumn.”
