Burton’s Biscuit Company is launching its first ever savoury mixed variety bag under its £19.1m Fish ‘n Chips brand*1.
Launching to ASDA now, and expected to roll out in the coming months, the new variety pack will feature two 25g bags of both Fish ‘n’ Chips Salt ‘n’ Vinegar and Pickled Onion variants, alongside two 25g bags of Chicken ‘n’ Chips. The packs will be available in case sizes of 12 with an RSP of £1.89.
“As savoury biscuits increasingly move into the crisps, snacks and nuts category, and as we look to broaden the flavour offering for Fish ‘n’ Chips, there’s never been a better time to align the brand with other bestsellers in the category by introducing a mixed-flavour multipack,” says David Costello, Head of Category & Shopper Management at Burton’s Biscuit Company.
“Since launching in 2014, Fish ‘n’ Chips has gone from strength to strength, driving 23% of savoury biscuit growth*2, and approaching £20m brand value*1. This launch marks the first time Fish ‘n’ Chips has been available in a 6-pack format.”
The announcement comes following the reintroduction of Chicken ‘n’ Chips to the Burton’s savoury portfolio in June.
*1: Total Coverage: Nielsen & Kantar (Combined Read), 12 w/e MAT 30.01.16
*2: Nielsen MAT to 27 Feb 2016