Burton’s Biscuit Company is adding to its phenomenally successful Fish ‘n’ Chips savoury snack brand, with the introduction of two new fish and chip shop favourites – Pickled Onion and Curry Sauce.
The launch of the new flavours comes at a pivotal point in the growth of the brand, with Fish ‘n’ Chips having reached £12.3m in value sales*1 – less than a year after its reintroduction.
Originally popular in the 1980s, the brand was revived in early 2014 due to overwhelming trade and consumer demand, having topped a poll in The Sun newspaper naming Fish ‘n’ Chips as the snack brand that consumers were most keen to see return to the fixture.
Both variants will be available from March in 40g grab bags, 5 x 25g multipacks and 125g share bags, with RRPs of £0.59p, £1.59 and £1.39 respectively.
The launch will be supported by a through the line campaign spanning ATL, in-store and social media activity.
“The combination of really distinctive chip shop flavours and bold newspaper-style packaging is a real point of difference for Burton’s Fish ‘n’ Chips vs. all other savoury snacks,” says David Costello, Head of Customer Category Management at Burton’s Biscuit Company.
“Two more distinctive flavours will broaden the brand’s appeal, introducing Fish ‘n’ Chips to a younger audience. It’s a win-win combination for retailers that will ensure the continued growth of the savoury biscuit market in 2015.”
Fish ‘n’ Chips was the top-performing brand in the savoury biscuits market during 2014, responsible for 54%*2 growth of the category over the year.
The launch of Fish ‘n’ Chips Pickled Onion and Fish ‘n’ Chips Curry Sauce represents substantial investment by Burton’s, which recently invested in the extension of its savoury production capacity at its Edinburgh factory.
*1 £12.3m RSV (MAT AC Nielsen to MAT to 28.03.15)
*2 AC Nielsen Latest 52 we 3.1.15