11 Oct 2012 UK: Introducing Guinness crisps!

Now here’s a snack launch that must have been a challenge for a team of flavourists: creating Guinness crisps and conveying the strong, bitter-sweet flavour of Irish stout.

Guinness has teamed up with artisan crisp company, Burts Chips, to launch Guinness thick-cut crisps. Flavoured crisps are huge in the UK and it’s not the first time that another brand has added its name to crisps. However, it is the first time that Guinness has lent its flavour and name to crisps and with such strong branding attached. They follow the successful launch of Guinness-branded peanuts and cashews in the snack category.

So what do they taste like? Two contrary reviews from The Independent, one a yes, the other a no:

Yes:

“Having once drunk seven pints of Guinness on a school night (it really was: I had an art exam the next day), I can’t really stomach the black stuff in liquid form. But Guinness crisps, available now in Selfridges and Waitrose, and in Asda from next month, are far more palatable. Despite the slightly off putting grey-tinged colour and an initial scent of old booze, the flavour develops to include a hint of mushroom and a Marmite-y finish.”

No:

“Moreish and grown-up tasting, they’re a hell of a lot better than I thought they’d be. I’m not sure I’ll be washing them down with any stout, mind.

“Crisps are great with a pint, but what about stout-flavoured crisps? On opening, the smell hits you first, which could be likened to that of an old Chinese takeaway. Then you notice their brownish hue which makes them look mouldy. They taste dreadful, sort of like sweet and salty beef. I suppose the sweet taste comes from the cocoa powder listed in the ingredients. Apparently flavour specialists spent six months creating the crisps, which is probably how long it will take me to forget that stench.”