The new Hobgoblin Burts Hamageddon Potato Chips combine roasted ham, Hobgoblin Gold premium beer and pickle. Available in 40g packs, the variant aims to tap into the growing consumer trend for alcohol flavours.
The launch will be supported by a trade PR and advertising campaign until September, including an appearance at the Speciality Fine Food Fair. The consumer campaign includes online and print media, a direct email campaign, social media and sampling. It will also benefit from Marston’s support at various summer festivals and Halloween promotional activity.
The launch follows the success of the Hobgoblin Burts Spit Roast Steak Potato Chips last year, which created a growing partnership already worth nearly £400K. Simon Knight, Sales and Marketing Director of Burts Chips, said: “Burts is known for its premium snacks and flavour innovation, while Hobgoblin Gold is considered to be one of the most successful craft beer launches of last year and Marston’s is one of the UK’s fastest growing brewing brands. This winning partnership will drive consumer interest through both the retail and on-trade channels.”