Colman's continues to aisle jump with new crisps

The Colman's mustard brand continues its encroachment into other sectors with the launch of a crisp flavoured with the company's famous yellow condiment.

United Biscuits (UB) Foodservice has teamed up with Unilever Foods, the brand owner of Colman's, to create a Honey Roast Ham & Mustard limited edition variant of its popular McCoy's brand of crisps. The collaboration comes only a few months after the use of Colman's mustard in a range of sausages for retail.

UB decided to co-brand its new crisps following on from the success of its McCoy's Steak and Ale crisps, launched in May 2003, which were flavoured with John Smith's ale. Both crisp launches are part of the company's 'real food' flavour range.

The co-branding suggests that UB may have got one over on arch rival Walkers, which also recently launched a Baked Ham & Mustard crisp as part of its new Great British Dinners range of crisps. The three-strong range also includes Roast Beef & Yorkshire Pudding and Lamb & Mint Sauce.