Walkers are launching new Walkers Extra Crunchy – ‘The Walkers you share’ – into the crisps and snacks category this month.
The new crisps are available in two flavours – Cheddar & Sour Cream and Sweet Chilli Chicken.
The new range of thicker and crunchier Walkers Crisps hopes to be the biggest sharing launch of the last eight years and independent retailers are encouraged to create secondary displays of the 99p price marked bags to make the most of this sales opportunity at launch.
Walkers Extra Crunchy are being marketed as ‘the perfect sharing treat’ for the whole family to enjoy in the evening or at the weekend.
The new product also wants to help convenience retailers drive impulse sales with the 99p price marked on the one hundred gram packs.
For larger convenience stores and grocery outlets, Walkers Extra Crunchy is also available in a one hundred and fifty gram format in five flavours: Simply Salted, Salt & Malt Vinegar, Cheddar & Sour Cream, Sweet Chilli Chicken and Flame Grilled Steak. RRP £1.69.
The sharing sector is already the growth engine of the crisps and snacks category with a +17.6% growth in the impulse channel year on year.
The arrival of Walkers Extra Crunchy represents a significant new growth opportunity for sharing as Jon Kyle, PepsiCo Impulse Sales Director, explained:
“With staying in becoming the new going out, sharing is growing the category and with current offerings targeted at upmarket consumers, we have identified that there is a big opportunity in the market for an everyday sharing brand.
Not only will Walkers Extra Crunchy enable us to attract new consumers into the category, but because it’s a great product with great flavours it is set to be a huge success after receiving such a positive response from consumers during extensive product testing .”
Price marking is a proven sales driver in impulse and so retailers should stock up on the PMPs as well as use dedicated POS material to create theatre and excitement in store.
Walkers also recommends that retailers create secondary displays, for example placing Walkers Extra Crunchy and other sharing packs near the beers, wines and spirits fixture is a great way to encourage linked purchase.
“We are committed to driving innovation and excitement into the category and Walkers Extra Crunchy is going to be a real power brand in sharing.
We have an amazing portfolio of highly complementary sharing brands, each appealing to different consumers and with flavours designed for different sharing occasions, such as Walkers Sensations for a film night in with the girls round or for a party.”
The multi-million pound marketing campaign will include TV advertising running from August through to October, PR, social media and in-store support.