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Burts Snacks Refreshes Lentil Waves Range to Widen Appeal Amongst Health-conscious Consumers

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Burts Snacks Refreshes Lentil Waves Range to Widen Appeal Amongst Health-conscious Consumers

Burts Snacks Refreshes Lentil Waves Range to Widen Appeal Amongst Health-conscious Consumers
January 31
11:47 2020
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In recognition of a shift in the number of consumers looking for healthier and free-from alternatives, with 1 in 3 shoppers buying free-from foods, Burts Snacks has announced the introduction of an improved range of Lentil Waves appealing to 61% of UK households now making healthier snacking choices[1].

Rolling out in February 2020, the new-look range of Burts Lentil Waves will boast an impressive selection of health credentials including gluten-free certification by Coeliac UK and will carry the Crossed Grain trademark. As well as this, the entire range is free from added MSG and suitable for vegetarians or vegans.

Currently worth over £218 million, Better-For-You has experienced a 9% growth over the last year[2], as more and more consumers opt for better snacking choices. As a result, there are an increasing number of products entering a progressively crowded and confusing market, meaning it is more important than ever for brands to help consumers to navigate the category.

Burts’ renewed range of Lentil Waves will feature bright and bold new packaging to create stand out on shelf and encapsulate the products within – strong flavours with waves that create a proper crunch – a nod to the brand’s Devonshire coastline heritage. The new packaging also features the traffic light system, providing easily digestible nutritional information to help consumers make more informed purchases.

Simon Knight, Sales & Marketing Director at Burts Chips, says: “We’re delighted to be rolling out a refreshed variant of our popular range of Burts Lentil Waves. Thirty percent of consumers already recognise the Burts Lentil Waves through association of quality[3], so the bright, new look packaging will help shoppers find our products on shelf quicker.

“We hope that the improved health credentials will help to drive consumer appeal as more shoppers opt for free-from products to match their lifestyle choices. Currently, one in 100 people in the UK suffer from Coeliac disease, so to be able to offer a great tasting snack that sufferers can also enjoy is incredibly important to us.”

As a brand that is recognised by almost half of British snackers (42%)[4], it has never been more important for retailers to stock up on Burts range of snacks, including its Better-For-You range of Lentil Waves, to avoid missing out on those all important sales.

For outlets looking to capitalise on shoppers picking up a snack on-the-go Burts Lentil Waves are available in single packs at a RRP £0.99, as well as in multipacks of 5x20g at a RRP £1.80 for stocking alongside other bagged snacks. Available in three tempting flavours; Sour Cream & ChiveThai Sweet Chilli and Lightly Salted, Burts Lentil Waves offer crunchy, delicious tasting options to satisfy and stimulate the taste buds of any snack-craver.

[2] IRI market data MAT 01/12/2019

[3] Consumer research conducted by 3GEM in Nov 2019 on behalf of Burts Snacks

[4] Consumer research conducted by 3GEM in Nov 2019 on behalf of Burts Snacks


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