Burts Potato Chips is set to drive premium potato crisp sales this summer with the launch of a new ‘Levi Roots Caribbean Coconut Curry Groove Cut Crisps’ variant. The new flavour joins the award-winning Levi Roots Reggae Reggae Groove Cut Crisps, which already has sales of more than £400k, growing at +8% year-on-year.
Levi Roots Caribbean Coconut Curry Groove Cut Crisps is made with a blend of real spices including coriander, turmeric, cumin, ginger, fennel and Habanero chilli. The variant comes in vibrant packaging in line with other products across the Levi Roots portfolio, and will also carry a “New Flavour” flash on the front of pack.
The launch is being supported by a trade PR and advertising campaign from June to September, including attendance at the Speciality Fine Food Fair in September this year. The consumer campaign includes online and print media, a direct email campaign, social media and sampling at South West events and at the Notting Hill Carnival.
Simon Knight, Sales and Marketing Director of Burts Chips, said: “The popularity of Levi Roots continues to grow. It’s a distinctive brand with a credible spicy flavour and is now expanding into new areas – including a new Levi Roots Caribbean Smokehouse restaurant in Westfield Stratford in East London, proving its fantastic popularity with consumers. Our new flavour is genuinely different and has already proved popular in taste panels, showing that shoppers are looking for ways to add hot, spicy flavours to their snacking repertoire.”