Walkers is relying on a relaunch and a £2.5m media spend to reverse the fortunes of its ailing posh crisps brand Sensations.
Changes include revamped packaging and reformulated flavours with infused oils and natural ingredients. New variants include Slow Roasted Lamb & Moroccan Spices and Gently Infused Lime & Thai Spices in the crisps range, as well as Lime & Coriander Chutney poppadoms and Japanese Beef Teriyaki crackers. Sensational Olive Oil crisps have been delisted.
In The Grocer's recent Top Products Survey (December 17, 2005), Walkers Sensations ranked number three in bagged snack brands after Walkers and Pringles, but saw the biggest decline in value (-17.8%) of the top 20 names [ACNielsen October 1, 2005].