As part of its ten-year association with the renowned Irish dry stout brewer, Burts Snacks has revamped its Guinness line of hand-cooked potato chips. The renamed packages recognize the stout’s dark, rich flavor and combine Guinness’ skill and craftsmanship with Burts’ premium potatoes to produce the ultimate thick-cut, crunchy snack.

Burts and Guinness began a partnership in 2012, and the brands Guinness and Guinness & Chilli potato chips are still popular snack options. Sales of the chips rise annually around St. Patrick’s Day celebrations because they go perfectly with a pint of Guinness stout.

Capitalizing on the success of the brands and total revenue of GBP3.3m of Guinness flavor potato chips from January 2019 to December 2022, or 462,227 cases of both flavors, the new design follows Burts’ new brand identity in 2022.

The two flavors are Guinness (available in 40g and 150g portions) and Guinness & Chilli (150g), and they will be sold during the summer at Aldi as part of its “When Its Gone Its Gone” retail promotion, as well as at a few other local establishments and online at premiumcrisps.co.uk.

“Since Guinness first partnered with Burts Snacks in 2012, the range has performed well year after year, cutting through the market with an innovative, distinguished flavor that combines the expertise and craftmanship of both brands. With the new pack design and unique offering that the Guinness and Guinness & Chilli flavors present to our customers, I’m looking forward to seeing our partnership with Burts continue to flourish,” Declan Hassett, Senior Licensing Manager, Diageo, said.

Dave McNulty, CEO of Burts Snacks, commented on the rebranding by saying that Burts wants to keep its customers pleased.

“Harmonizing the new pack design of our Guinness flavor potato chips with the rest of our product range that reflects our Devon heritage will allow us to remain connected with the market and continue our steadfast growth into Q3 and Q4 of this year. We’re excited to see the new Guinness packs on supermarket shelves this summer,” he summed up.