Walkers sub-brand Sensations has hit the £100m sales mark – which the crisps giant credited to growing interest from younger shoppers.
Aimed at the increasingly popular sharing occasions, Sensations’ ranges of crisps, poppadoms, crackers, nuts and crispy thins had achieved “huge success” because they were “landing well with their younger target audience” said a spokeswoman for Walkers.
Sensations has seen value sales increase by 16% over the 12 months [Nielsen 52 w/e 18 November 2017], reaching £100m in value sales, having unveiled a “modern and stylish” new design earlier this year meant to give the snacks a “more premium” look.
In June, the sub-brand launched a TV ad featuring Brazil’s Rio Carnival and the Holi Festival of Colours in India – meant to reflect the ‘Feast for the Senses’ offered by new variants based on international flavours. The campaign had help drive a 4% rise in penetration for the Sensations portfolio, the spokeswoman added.
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