Walkers has axed its Tear ‘n’ Share range, less than four years after launching the thicker-cut crisps in a pack that turned into a bowl.
The decision came in the face of declining sales, said the supplier, which had chosen to focus its efforts on other sharing lineups.
“The booming sharing segment is growing by 12%, fuelled by our ever-popular sharing brands Sensations, Doritos and Max Strong, which contributed £57m RSV segment growth over the past two years,” said a spokeswoman for Walkers.
“To continue to drive sharing sales for our retailers, we will drive even more focus behind these top performing brands, so have decided to delist Walkers Tear ‘n’ Share as its performance did not meet our expectations.”
Making its debut in early 2016 in five variants, Tear ‘n’ Share’s 150g pack could be transformed into a sharing bowl – a design feature inspired by a popular ‘life hack’ among crisp-lovers.
While proving initially successful, its value in grocery dived by 27% last year from £9.3m to £6.8m [Nielsen 52 w/e 29 December 2018].
The range began to disappear from the mults earlier this summer. It is no longer available in Asda and Tesco, although Lidl, Ocado and Sainsbury’s continue to sell through remaining stock [Edge by Ascential w/e 22 August 2018].