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The bags now feature a figure wearing an apron with the Burts logo in its centre, representing the company’s artisan credentials and personal touch.
The bold colours continue to help consumers distinguish between the seven different flavours available.
Leane Bramhall, marketing director at 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.”
Other new features include a QR code which directs consumers to the Burts website, and more prominent free-from front-of-pack labelling.