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11th April 2024

Fancy some crisps, mate? New pub snack launches to help nation open up, as over half of UK pretends to be ‘ok’ to avoid discussing mental health

  • New research finds that over half of Brits have pretended to be ‘okay’ to avoid talking about their mental health

  • Beavertown Brewery has teamed up with suicide prevention charity Campaign Against Living Miserably to launch a new packet of crisps containing question prompts inside the packaging designed to encourage conversations around mental health

  • Supported by English comedian & actor Tom Davis, the crisps will be available for free across hundreds of Youngs and independent pubs across the UK every Monday, Tuesday, and Wednesday throughout April.

Images available here

April 10, 2024: New research commissioned by Beavertown Brewery has revealed that over half  (56%) of the UK have pretended to be ‘okay’ to avoid talking about their own mental health, as (60%) of us feel there is still a stigma around it in today’s society.

To tackle this, Beavertown Brewery has joined forces with suicide prevention charity Campaign Against Living Miserably (CALM) to introduce limited-edition crisps called ‘Open Up’. The new Cheddar & Jalapeño-flavoured crisps come packed with emotive questions and prompts printed on the interior of the packets, to encourage people to open up about how they’re really feeling.

These questions, designed by CALM, include the likes of “What gets you through tough times?” and “If you could give your younger self advice, what would it be?” to kickstart deeper conversations amongst friends, as the research revealed that nearly half (46%) of 18-44 year olds have said that they wouldn’t know how to start a conversation with friends about their mental health.

Supporting the ‘Open Up’ campaign is English actor and comedian Tom Davis, who has openly documented his struggles with mental health.

“We often shy away from getting deep and opening up with our loved ones about what’s going on in our lives, masking it with comedy — something I’ve done many times,” said Tom Davis.

“These crisps give you that natural invitation to start sharing in a laid-back way, right there at the pub, which is the perfect place to do so if you ask me. The only downside is you do have to share your crisps, which I am fundamentally against, but you can always just get another bag.”

The study which polled 2,000 people, went on to show that nearly three in ten (28%) admit feeling awkward about sharing personal issues, and that (42%) of people would be more likely to open up to someone who had opened up to them first.

The packets will be given out for free at over 260 participating Young’s pubs and independent venues across the UK throughout April, as the study found that pubs can provide a safe space for these conversations, with 1 in 3 (30%) saying that they feel more at ease opening up in a pub or over a drink.

Tom Rainsford, Beavertown Brewery’s Marketing Director, said: “Pubs are a place where we can come together with our mates to catch-up and chat, but that doesn’t mean we always feel able to be honest about how we really feel.

“Our research shows that nearly half of us don’t know how to start a conversation about mental health with our friends. We hope our Open Up crisps, created in partnership with CALM, will give people an opportunity to have an open chat with their friends. Head to your nearest participating pub, grab a bag and have that decent chat with a mate. ”

Simon Gunning, CEO of the Campaign Against Living Miserably (CALM), said: “Our partnership with Beavertown is about finding ways to help us all feel more connected. And while there are things in life that can feel awkward to share – even with our best mates, crisps definitely aren’t one of them.

With conversation starters inside, these Open Up crisps will help you share more than a tasty snack. Checking in with your mate is one of the most important things you can do – it’s not always obvious if someone is struggling, so together we’re finding ways to make important conversations part of our routine”.

This comes as part of Beavertown’s wider partnership with CALM which aims to create moments that bring people together and make life feel worth living as part of their campaign ‘We Are Not Alone’.

The vegan Cheddar & Jalapeño flavour pairs perfectly with Beavertown Brewery’s Neck Oil Session IPA and Alcohol-Free IPA Lazer Crush, but can also be enjoyed with any alcohol-free beverage, or on its own.

Find more information, or find your nearest participating pubs here, with T&Cs here.

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For further press information, please contact 

Instagram / Twitter: @Beavertownbeer
Facebook: /Beavertownbrewery


We Are Not Alone

Open Up is part of Beavertown Brewery and Campaign Against Living Miserably’s ongoing partnership – ‘We Are Not Alone’.

Whether it’s meeting a mate for a swift mid-week pint, sweatily singing along to your favourite band in a sea of fans, or being hoisted onto a friend’s shoulders at a festival, we at Beavertown believe that life is better experienced together. But sometimes, that’s easier said than done.

We are well aware that Despite sharing this planet with 8 billion other humans, life on Earth can feel lonely at times. And we want to help.
That’s why we’re partnering with Campaign Against Living Miserably (CALM) to say: We are not alone. We’re not talking extraterrestrials here, just the fact that there is always someone who’s got your back.

List of participating venues:

Find here.

Full ingredient list:

Potatoes, sunflower oil, rice flour, tapioca starch, sugar, sea salt, onion, yeast extract, garlic, chilli, cumin, acidity regulator (lactic acid, calcium lactate citric acid), natural flavouring, parsley, turmeric, cumin extract.

About Beavertown 

Beavertown Brewery is dedicated to crafting high quality, innovative beers like Neck Oil IPA, Gamma Ray APA, Satellite Super Session and Lazer Crush Alcohol Free IPA that appeal to the thirsty masses. From brewing to branding, we believe in creativity at the heart of everything we do.

  • Beavertown’s flagship beer, Neck Oil Session IPA, is now the UK’s #1 Craft Beer

  • Now 11 years old, Beavertown began life on a 650L kit in a BBQ joint in Haggerston. The brewery in Tottenham Hale produces 5500L batches (or 9,000,000 pints a year) and our home in Enfield allows us to produce ten times this, a staggering 90,000,000 pints a year.

  • The official craft beer of Tottenham Hotspur F.C., fans can enjoy a pint at our first-of-its-kind taproom and microbrewery inside the stadium.

  • Winner of 3 gold medals at the International Beer Challenge for core range beers Gamma Ray & Neck Oil.

About Campaign Against Living Miserably (CALM)

Campaign Against Living Miserably (CALM) stands united against suicide with everyone in the UK.  The campaign is led through vital, life-saving support, impactful conversations and collective action. If you’re struggling, talk to CALM on 0800 58 58 58 (UK) or through our webchat. Our trained support workers are available from 5 pm to midnight every day to provide practical support and advice, whatever you’re going through. To find out more about CALM , our services or for support or advice visit

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