Burton’s Biscuit Company is reintroducing its popular 1980s savoury snack brand, Chicken ‘n’ Chips.
Featuring a strong chicken flavour and chicken and chip shaped pieces, Chicken ‘n’ Chips has joined the company’s booming savoury portfolio, led by Burton’s iconic £19.1m*1 Fish ‘n’ Chips brand.
The new SKU launched into Asda in early June with a nationwide rollout expected to follow, and will be available in 6 x 25g multipacks in case sizes of 12 (rrp £1.89).
“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*2, the time is right to reintroduce Burton’s Chicken ‘n’ Chips,” says David Costello, Head of Category & Shopper Management at Burton’s Biscuit Company.
“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 is being supported with in-store activation and a full-scale digital campaign.
The revival of Chicken ‘n’ Chips closely follows the launch of Fish ‘n’ Chips’ Red Sauce and Brown Sauce variants in April.
Consumers were given 12 weeks to vote for their favourite flavour on Facebook (from 1st April), with one SKU set to become a permanent listing from July.
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.
*1 Combined Kantar & Nielsen MAT to 27 Feb 2016
2* Nielsen MAT to 27 Feb 2016