Plymouth-based Burts Chips has been awarded the Red Tractor stamp of approval – the UK’s largest food assurance scheme – for being the first licensed crisps manufacturer to use accredited British potatoes which are farmed responsibly, processed and packed in the UK.
The Red Tractor logo will appear on Burts Chips’ 40g packs from July and 150g packs from September 2017.
With 67% of UK shoppers now recognising the Red Tractor logo (YouGov Red Tractor consumer insight report – June 2015), the artisan crisp producer wants to heighten awareness of the origin and quality of its produce. As one of the first brands to tap into the trend for authentic ingredients with strong traceability credentials, Burts Chips only source the best British potatoes. The potatoes are sliced and hand cooked in small batches and seasoned with the finest locally-sourced flavours to produce crunchy and delicious crisps.
Simon Knight, Sales and Marketing Drector of Burts Chips, said: “Consumers are increasingly discerning when it comes to snacking, and this is driving the premiumisation of the sector. This means the use of high quality British ingredients is increasingly important, as is the process of preparation as consumers look for responsibly farmed and sourced products with artisan appeal. With the increased focus on traceability and top class ingredients, products such as Burts Chips with British and regional provenance have come to the forefront. Driven by an increasingly globalised market, it continues to be a strong selling point for our brand.”
The first NPD to carry the stamp of approval will be: Burts Smoked Crispy Bacon and limited-edition Burts Fish ‘N’ Chips. Both products will continue to use ingredients with strong South West credentials to reflect their Devonshire heritage.