Burton’s Biscuit Company is adding to the phenomenal success of its £18m Fish ‘n’ Chips brand*1 by introducing an innovative new pack format for the festive period.
The Fish ‘n’ Chips Salt ‘n’ Vinegar Seasonal Caddy (170g) priced at £1.99 (MRSP) and available in case sizes of 6, has been designed with the Christmas season in mind, offering a shareable pack format that caters to a host of consumer snacking occasions.
It also marks the first ever seasonal launch for Burton’s Savoury, (Fish ‘n’ Chips and Cathedral City Baked Bites) now worth almost £22.5m *1, with Burton’s Savoury responsible for 42% of category value growth within the wider Savoury Biscuit category*2.
“The popularity of Fish ‘n’ Chips has gone from strength-to-strength during the past 12 months. At the same time, research has shown that ‘Party/Sharing Snacks’ is a burgeoning sector, growing 9% YOY*2,” says David Costello, Head of Customer Category Management for Burton’s Biscuit Company.
“By bringing our best-selling savoury biscuit brand into this sector with a winning combination of striking, festive packaging and the bold Salt ‘n’ Vinegar flavour that shoppers know and love, we’re giving retailers the opportunity to grow their savoury biscuit sales at this key time of year, with a product that is sure to attract shoppers to the fixture.”
Brand awareness for Fish ‘n’ Chips will be at an all-time high for the launch of the Seasonal Caddy, thanks to the brand’s ongoing partnership with talkSPORT, the world’s biggest sports radio station. Running for six-months (Aug 2015 – Jan 2016), the partnership sees the brand featured on Colin Murray and Friends and the Hawksbee & Jacobs Friday Fools’ Panel, and is expected to reach over 37 million men (aged 18-34).
The launch is also being supported by 6-sheet and petrol pump advertising, targeting people on the move who account for a high proportion of Fish ‘n’ Chips consumers, as well as a social media campaign across Facebook and Twitter.
News of the Fish ‘n’ Chips Salt ‘n’ Vinegar Seasonal Caddy comes following the addition of two new flavours to the Fish ‘n’ Chips line-up earlier in the year – Curry Sauce and Pickled Onion – bringing more distinctive chip-shop flavours to the range.
*1 Bagged Savoury Biscuit Brands, Total Coverage: Nielsen + Kantar (Combined Read), 12we/MAT 15/8/15
*2 AC Nielsen MAT 15.08.15
*3 Kantar World Panel 52, 104 w/e 27th Apr 2014: Savoury Snacking
Burton’s Biscuit Company