Burts Chips Jim Beam

Burts Chips has unveiled its latest tie-up with a booze brand, launching a Jim Beam variant.

Rolling out from today (11 June), Jim Beam Original BBQ flavour crisps come in a 40g single-serve bag (rsp: 79p–99p) and a 120g sharing pack (rsp: £1.79–£1.99). They will be available in hospitality and retail, including a two-month stint in Aldi.

Hand cooked in small batches with real bourbon, the new snack combined “the authentic flavour of Jim Beam Kentucky Straight Bourbon with sweet, smoky BBQ flavours” said Burts.

The launch, to be supported by a “large-scale” campaign, underlined “the fact that Burts Chips is the UK leader in flavour innovation and taste combinations” according to the Devon brand’s sales & marketing director, Simon Knight.

A Jim Beam spokesman said the bourbon brand and Burts shared “a strong synergy, and we are excited about our new collaboration”.

He added: “With 67% of Jim Beam shoppers buying big-bag crisps, there is a natural link between Jim Beam and shared snacking occasions.”

Jim Beam Original BBQ joins other licensed crisps in Burts’ portfolio, such as Guinness Rich Chilli, Hobgoblin Spit Roast Steak and Levi Roots Reggae Reggae Groove Cut Crisps.