Premium crisp brand Tyrrells is rolling out a new limited-edition flavour for summer, which will run an on-pack promotion to drive consumer engagement through social media.

The Beach Barbecue crisps, which are flavoured with smoked paprika, tomato, cumin, cayenne and garlic, roll into Waitrose, Sainsbury’s and independent stores from mid-April (rrp: £1.99 for 150g, 69p for 40g). They will feature an on-pack promotion for the brand’s ‘Win A Beach Hut for Your Garden’ prize draw competition, which is being run through Facebook and Twitter until 10 October 2013.

“Facebook is such an important communication channel for us and we’re confident our Beach Hut campaign will entertain and recruit new followers over the summer months,” Oliver Rudgard, marketing director of Tyrrells, said.