Burton’s Biscuit Company is pitting Red Sauce against Brown Sauce in a ‘Battle of the Sauces’ under its £19.1m Fish ‘n’ Chips brand.

The new Red Sauce and Brown Sauce variants will be available from 1 April and consumers will have 12 weeks to vote for their favourite on Facebook, with the winner going on to become a permanent listing from July.

Voters will also be entered into a prize draw, with £10,000 up for grabs.

Both variants will be available in a 40g grab bag (rrp £0.59p) and 5 x 25g multi-bag format (rrp £1.39).

“Flavour is a key driver to purchase for Fish ‘n’ Chips, with the brand driving 23% of savoury biscuit growth,” said David Costello, head of category and shopper management at Burton’s Biscuit Company.

“Red Sauce and Brown Sauce both performed extremely well in shopper research, with a high number of consumers indicating that they’d be likely to buy both products.

“The winning combination of distinctive flavours backed by high-profile marketing support will accelerate demand for the brand and drive interest in these exciting new flavours, with dedicated POS that will also help retailers drive sales in-store.”

The launch will be supported with above the line marketing activity including a partnership with Wireless Group, which will see the brand sponsor programming across the group’s four national radio stations: talksport, talksport 2, talkradio and the soon-to-launch Virgin Radio.

As part of the deal, Fish ‘n’ Chips will act as an official partner to talksport’s UEFA EURO 2016 coverage, with daily mentions on the EURO 2016 breakfast and afternoon score prediction shows.

The Red vs Brown campaign will also be supported with in-store sampling activity, POS and a social media campaign.

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