Burts Chips is launching a new flavour with Jim Beam, the world’s No.1 bourbon.

The crisps come in 40g single-serve bags (RRP 79p-99p) and 120g sharing bags (RRP £1.79 - £1.99), launching into the retail and hospitality trade this summer via Burtscrisps.com and selected wholesalers. 

Like all Burts’ snacks, the new crisps are hand cooked in small batches, seasoned with natural flavours, are gluten-free and contain no MSG, hydrogenated fat, artificial flavourings or colourings.

Burts Chips’ sales and marketing director Simon Knight said: “Jim Beam Original BBQ crisps once more underlines the fact that Burts Chips is the UK leader in flavour innovation and taste combinations. Our unique usp is one of the key factors in the Burts Chips brand growing by 2% year-on-year to be worth £8m – making us one of the fastest growing bagged snacks brands in the UK.

“Retailers should also note that BBQ is a universally appealing flavour and always ranks highly in consumer flavour polls. This unique spin on a traditional favourite offers retailers, pubs, bars and cafes the perfect opportunity to differentiate their bagged snacks offer as we approach the busy out-of-home selling season.”

The launch will be supported by sampling activity, as well as being part of a large-scale, integrated marketing campaign including PR, events and social media.