Walkers is set to add a first to the sharing category with Tear ‘n’ Share, a unique bag that turns into a bowl.
Available from the 25 January, the new range (rsp: £1.99) will feature thicker-cut crisps available in five flavours - Lightly Salted, Salt & Malt Vinegar, Cheddar Cheese & Onion, Sticky BBQ Ribs, and Sweet Chilli.
Each comes packaged in a 150g bag that can be transformed into a sharing bowl, inspired by a popular ‘life hack’ among crisp-lovers.
“We know that the sharing segment is in growth, with 86% of households buying sharing packs at least once a month [Kantar Worldpanel 2015], and by launching an innovative first for the category, we are helping to drive this growth,” said Thomas Barkholt, marketing director at Walkers owner PepsiCo.
“Walkers is committed to developing new products and is working closely with retailers in store to tear up the sharing fixture. We know that consumers love the taste of the Walkers core range, and now we have made it available to share in a simple format.
“The bag and bowl concept, a first for the sharing segment, accompanied by a thicker-cut crisp, is set to drive incremental sales for retailers, while establishing Walkers Tear ‘n’ Share as a credible brand for all sharing occasions,” added Barkholt.
The NPD’s launch - which comes on the back of a 3.9% sales slump for Walkers crisps [Nielsen 52 w/e 3 October 2015] - will be supported with a TV campaign alongside in-store shopper marketing and social media.