Available from September 2023, the new flavour will sit alongside the brand’s Reaper Chilli & Lime Ridges as Burts focuses on expansion into the hand-cooked crinkle market.
Beef & Mustard Ridges are hand-cooked and made using real organic beef. Available in 40g, each pack is gluten free, and free from added MSG, artificial colours and artificial flavourings.
The new flavour comes after Burts witnessed significant growth last year, when the total revenue of its hand-cooked chips was up by 48%, with growth across both grocery and convenience.
Dave McNulty, CEO of Burts Snacks, said: “Offering bold flavours beyond our premium hand-cooked range, the addition of Beef & Mustard Ridges will support Burts in our wider plans to continue our growth, building on the success of our NPD in 2022.
“Expanding into the crinkle cut market will allow us to harness the opportunities that the sector offers and will keep consumers engaged. We’re passionate about all our products and ingredients, and we’re excited to be rolling out the latest flavour of Ridges to the out-of-home sector.”
