Golden Wonder is to embark on a £25m push behind its core crisp brands - the company’s biggest ever spend.

The money will be used to spearhead a fightback against arch rival Walkers and will include provision to recruit a brand ambassador to rival Gary Lineker.

The lion’s share of the spend is likely to be pumped behind the parent Golden Wonder Crisps brand. Last year the brand recorded modest sales of £28.6m across all grocery outlets, down 10.5% on the previous year compared with Walkers’ giant annual total of £495m.

A significant part of the spend, provided by GW’s new owner Longulf, will also go on furthering the cause of Nik Naks and Wheat Crunchies which had combined sales of £36.5m last year, both down around 5-6%.

News of GW’s record spend came as the company’s chief executive, Paul Monk, announced he would be stepping down to pursue new business interests.

Details of the marketing plans are under wraps for the time being, althoughGW revealed it was in the latter stages of discussions with a “leading sports celebrity”.

The target is to grow Golden Wonder’s brands “by 50% within three years”.

An added incentive is to make progress against the £42m Wotsits brand which GW sold to Walkers last year.