Crisp brand Burts Chips has been given a new look as it aims to grow its share of the snacks sector.
The Devon-based company has overhauled the Burts brand with a new packaging design by Tea Creative in London, which will be communicated through a website, social media activity and in-store POS.
The packaging has been created to resemble an apron, with the wearers hands appearing on each side as though they were placed on their hips.
The new strapline ‘Burts, British Potato Chips Hand Cooked with Care’ has also been developed.
The range includes Sea Salt, Vintage Cheddar & Spring Onion, Sea Salt & Malted Vinegar, Sea Salt & Crusged Peppercorns, Pesto Firecracker Lobster and Thai Sweet Chilli.
Leane Bramhall, marketing director for Burts Chips, said: “We’re very excited to be launching the new Burts Chips brand. The packaging boldly reinforces our core values, but in a fresh, fun and modern way, which we’re confident will appeal to consumers. We want to strengthen our on-shelf presence, engage further with our consumers and create wider appeal. Flavour innovation also remains key, so retailers should keep their eyes peeled for exciting new flavours from Burts in the coming months.”
The site promoting the new packaging will go live this week, and will be supported through marketing, PR, event and online activity.