Burton’s Biscuit Company is targeting the sharing market with the launch of Crisp ‘n’ Fin, an extension to its Fish ‘n’ Chips range.

Available in two flavours, Salt & Vinegar and Sour Cream & Chive, Crisp ‘n’ Fin has an RSP of £1.59 in 150g bags, designed for sharing. Featuring fish and chip shapes, Burton’s says the NPD had a lighter recipe, giving the snacks a thin and crisp texture.

The launch also marks the introduction of a packaging refresh for the Fish ‘n’ Chips brand, worth £9.5m, with a new logo and brand identity to be rolled out across the core range from November.

“The re-introduction of Fish ‘n’ Chips in 2014 acted as a springboard, fuelling the trend for baked snacks, with a number of brand launches following suit from key players in the savoury snacking market,” said Mandy Bobrowski, UK & Ireland marketing director for Burton’s Biscuit Company.

“With the introduction of Crisp ‘n’ Fin, we’re tapping into the rising consumer demand for sharing, the leading format in the crisps, snacks and nuts category, which has now overtaken multipacks by some way.”

The launch of Crisp ‘n’ Fin, and the wider brand refresh, will be supported by a £100,000 campaign including in-store activity, sampling and social media.