The brewery, owned by Marston’s Beer Company, has launched the crisps as launched as part of Hobgoblin’s marketing campaign to ‘Bring Taste to the Nation’ and is the brewery’s first launch into the UK snack market and is Burts Chips latest license partnership.
Research by CGA shows sales of crisps are worth £39 million in the on trade, growing 2% and accounting for 74% of all purchases of snacks /confectionary.
Perfect with a pint
Chris Keating, marketing manager at Wychwood Brewery, added: “In our first step into the UK snack market we are certain that Burts moorishly crunchy crisps will prove popular with current Hobgoblin fans as well as attracting new customers to the brand – what better accompaniment to a pint of our legendary ruby beer than a packet of Hobgoblin crisps!"
The crisps have been created as an accompaniment to beer and to appeal to both a male and female demographic and are being stocked in Marston’s pubs and free-trade accounts.
Simon Knight, sales and marketing Director of Burts Chips said: “With a proven track record of extremely successful license partnerships with Guinness and Levi Roots, we are confident that our collaboration with Hobgoblin, as one of the fastest growing premium cask beers, for their maiden snack launch will perform exceptionally well."
The launch will be supported with a marketing campaign that includes an experiential sampling campaign called “Bringing Taste to the Nation” and will also be supported by on-trade sales POS, on trade advertising, PR and social media.