The power of social media has prompted Burts Chips to relaunch its iconic Firecracker Lobster flavour five years after it first spiced up the premium crisp sector in 2007.
In response to the Bring Back Firecracker Lobster campaign waged through the Devon-based company's Twitter and Facebook channels in March, Burts is reintroducing the flavour (created from the shells of fresh lobsters and sweet chillis) for the summer period.
"Firecracker Lobster embodies what Burts is all about: originality, big flavour and twists on the traditional," said founder and director Nick Hurst.
The flavour will be the first in the range to sport the new Wave Cut shape and texture, in place of the former Crinkle Cut.
Burts Chips are hand-fried in small batches and bags are peronsalised with the name of the individual fryer. The group's portfolio includes other unusual flavours such as Pesto, Hot Chilli Lemon and Bloody Mary, along Parsnip with Parmesan, Mixed Roots, and options for kids.
By Angela Frewin
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