Experiencing bags of growth following a redesign, Burts crisps was able to double a charitable pledge from sales, donating £20,000 to the Royal National Lifeboat Institution.
Since its launch in 1999, Burts had built a small, loyal following of its hand-cooked potato chips in the South-West of England. The wider business’ revenue primarily came from manufacturing for third parties. But in 2020 Burts Snacks reappraised the potential of its consumer brand, investing in a redesign by Biles Hendry which has created cut-through in-store and opened doors for the business.
Burts’ provenance was incorporated into every part of the rebranded identity and packaging design, from no-nonsense typography to a ‘navy blue’ brand colour. The premium design has provided a narrative for the brand, capturing the imagination of retailers and consumers alike. 80% of 500 survey respondents said they intended to purchase Burts on sight of the new packaging and the design helped the brand secure a nationwide listing with Tesco, its first with one of the big four supermarkets.
In a category growing +1.2% year-on-year, Burts’ value sales increased +48% in the year after redesign, 40 times the market rate in 2022, and putting it on track to almost double in size within two years. As a crowning glory, Burts’ rebranding was cited as key to the acquisition of Burts Snacks in 2023, opening-up opportunities to power the brand’s growth in the UK and overseas.
