Burts Snacks has expanded its line of hand-cooked Beef & Mustard Ridges with a new premium taste.

The new flavor, which will be available starting in September 2023, will complement the well-liked Reaper Chilli & Lime Ridges as Burts concentrates on expanding its brand into the increasingly hand-cooked crinkle industry.

The new hand-cooked Beef & Mustard Ridges, which employs real organic beef from Burts’ regional ingredient partner, The Eversfield Organic Farm, reflects the company’s commitment to traceability in every bag. Each pack of Beef & Mustard Ridges, which come in a 40g size, is painstakingly crafted in Devon, where the deep, thick-cut ridge holds the taste and provides an extra-strong crunch that’s bursting with classic British ingredients.

“Offering bold flavors 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 flavor of Ridges to the OOH sector,” Dave McNulty, CEO of Burts Snacks, declared.

In 2022, Burt’s first introduced its Ridges line, adding the brand to the quickly expanding ridge cut market and introducing even more flavor options to the additional crunch segment. The launch of the new taste follows a year in which Burts hand-cooked chips’ overall revenue increased by 48% and the company saw success in both the grocery and convenience sectors.

The new 40g single-serve pack size combines the typical flavors of British beef and mustard on every ridge, making it ideal for on-the-go snacking when you’re craving a substantial, robust flavor.

Beginning in September 2023, all OOH outlets, including independent stores, cafés, farm shops, and pubs, will be able to purchase packs of Beef & Mustard Ridges that are gluten-free, free of added MSG, artificial colors, and free of artificial flavorings. Additionally, customers can buy the new packs online at www.burtschips.com.