Burton’s Biscuit Company is announcing a new addition to its £9.5m (Kantar & Nielsen, 15 July 2017) Fish ‘n’ Chips brand portfolio with the launch of Crisp ‘n’ Fin; a thinner, crispier variant targeting sharing occasions.
Available from September in two flavours; Salt & Vinegar and Sour Cream & Chive (rrp £1.59 per 150g), in case sizes of eight, Crisp ‘n’ Fin will feature fish and chips shapes, using a lighter recipe for a thin and crisp texture.
The product taps into demand for sharing formats, targeting Sociable Sharing occasions; encompassing the likes of Big Night In and Not Going Out, where consumers are looking for a lighter snack to share that is big on flavour, moreish and perfect for pairing with dips.
The launch also marks the introduction of a packaging refresh for the Fish ‘n’ Chips brand, with a new logo and brand identity to be rolled out across the core range from November, improving brand visibility and standout on-shelf.
Mandy Bobrowski, UK & Ireland marketing director for Burton’s Biscuit Company, said: “With the introduction of Crisp ‘n’ Fin, we’re tapping into the rising consumer demand for sharing, the leading format in the Crisps, Snacks & Nuts category, which has now overtaken multipacks by some way.
“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.”
The launch of Crisp ‘n’ Fin, along with the wider brand refresh, will be supported by a £100,000 campaign including in-store activation, POS, sampling and social media activity.