Burton’s Biscuit Company is bringing back its popular 1980s savoury snack brand, Chicken ‘n’ Chips.
Available from July and joining the £19.1m Fish ‘n’ Chips brand, the crisps will feature a strong chicken flavour and chicken and chip shaped pieces.
The new SKU will be available in 6 x 25g multipacks in case sizes of 12 (rrp £1.89).
David Costello, head of category & shopper management at Burton’s Biscuit Company said: “Following the overwhelming success of the Burton’s savoury biscuit portfolio, and with our bestselling Fish ‘n’ Chips brand driving 23% of savoury biscuit growth, the time is right to re-introduce Burton’s Chicken ‘n’ Chips.
“We’ve listened to the thousands of consumers who have campaigned on social media for the return of Chicken ‘n’ Chips, as well as those in the trade who have petitioned for it to be reintroduced. The classic combination of strong flavours and chip-shop style packaging will align Chicken ‘n’ Chips with the Fish ‘n’ Chips brand portfolio, and set it apart from other savoury snacks on the market.”
The launch will be supported with in-store activation and a full-scale digital campaign.
Burton’s ongoing partnership with Wireless Group will continue to drive the total Fish ‘n’ Chips product portfolio (now including Chicken ‘n’ Chips). The brand currently acts as sponsor on key programming across the Group’s four national radio stations: talkSPORT, talkSPORT 2, talkRADIO and Virgin Radio.