The launch kicks off in February with two flagship hand-cooked flavours including Lightly Sea Salted and Devon Roast Beef, both reformulated to meet HFSS regulations.
Later in the year, Burts will expand the HFSS-friendly selection with additional flavours including Mature Cheddar & Onion and Sea Salt & Malt Vinegar. All four flavours have been consumer tested to ensure the brands flavour and standards are maintained.
Sas Horscroft, head of marketing at Burts Snacks Ltd, said: “HFSS legislation is changing the landscape for snacks in-store, and our goal is to make the transition seamless for our retail partners. By reformulating our hand-cooked range, we’re giving shoppers products they trust, while helping retailers say compliant on shelf.”
The introduction of HFSS legislation in the UK has changed how crisps and snacks are displayed and promoted in stores, pushing brands to rethink their recipes and product development.
The new range will be available in 40g and 150g bags, available online and in-store at supermarkets across the South West.