FW: Chips met biersmaak/beer-flavoured crisps
by SPARROW, JEFFREY C. [IT/1825]
Unlikely to catch on in America but who knows?
Maybe they'd go good with a Michelob Ultra?
~jcs
McCoy's chips in with men's novelty crisp
Financial Times; July 03, 2002
(National News)
By Richard Tomkins, Consumer Industries Editor
A crisp company is to launch its version of "bloke heaven" in a bag next
month:
lager-flavoured crisps. McCoy's says the launch will coincide with the start
of
the new football season and will let fans enjoy the taste of lager without
suffering any of the side effects.
Crisps have come in many unusual flavours, some more outlandish than others
-
a hedgehog flavour became popular in the 1980s. Varieties that have had more
enduring appeal include sausage and tomato, Worcester sauce and pickled
onion.
McCoy's said its crinkle-cut crisps, sold mainly in pubs, were more of a
man's
brand than other makes. "They seem to go with a pint of lager, so making a
lager-flavoured version seemed a natural progression." The crisps contain
only
trace elements of alcohol, but McCoy's says they are made with real brewing
yeast and hops.
(Unlike lager? - ed.)
Financial Times staff who taste-tested the crisps yesterday gave them an
emphatic thumbs down. "Revolting," "really horrible" and "like lager that's
been
in the sun for three hours" were among the more sober comments.
"Obviously they're not going to have the same fresh taste as real lager,"
the
company acknowledged. "But they do grow on you."
(Or in you, as Tim Webb once memorably said.)
