FW: Chips met biersmaak/beer-flavoured crisps

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.)