Middle-Class Gratuitous Innovation of the Year

There’s always one. An innovation too far. And this year it’s the incredibly pointless Guinness-flavoured Burt crisps. We can see how they arrived at this idea. Crisps and Guinness: a nice combination. But the whole point is that it’s nice to have crisps that complement the flavour of your drink. The MCs should be the market for these but we’re uncomfortable with them and unconvinced. We don’t want our crisps to taste of stout – and the jury is out on whether they actually do anyway. Isn’t the Guinness experience a combination of taste and texture? Could anyone really accurately describe what its flavour is? See, it raises more questions than it answers.