Burts is gearing up to hit back at the success of Tyrrells and Walkers with their new ridged crisps as it looks to take the brand “to the next level”.

The company has this month launched a social media campaign to gauge consumer interest in relaunching Firecracker Lobster flavour crisps, first rolled out in 2007, in a new ‘wave cut’ format for the summer.

Burts has also pledged to drive its presence in international markets after growing export sales by 10% over the past year. The company is already listed in 28 countries with exports representing about a fifth of total sales, and is hoping to grow export sales by a further 20% this year. The company reported a 60% increase in total turnover last year to £11.9m.

Its lobster campaign is the first brand activity from the company following last week’s news that directors Nick Hurst and Jonty White - who took the brand nationwide - had sold their shares to existing investors. Hurst will continue in a non-executive role as “founder director”.

The choice of ‘wave cut’ rather than ‘crinkle cut’ crisps would reinforce the provenance of the Devon-based brand, said marketing manager Leane Bramhall.

Interest in ridged crisps exploded last year following the launch of Walkers Crinkles in April, while Tyrrells has launched ridged crisp range Furrows.

Burts rolled out a range of ‘groove-cut’ Levi Roots Reggae Reggae crisps last summer but this would mark the first change to the shape and texture of chips under the Burts brand.