Walkers 70th birthday limited edition lineup

Walkers is ramping up its promotional activity in the mults as the long hot summer continues.

The snack brand ran 208 featured space promotions in the major mults during June. That’s 14.3% more than the previous month and 17.5% more than last year.

Walkers also increased average savings on its deals by four percentage points year on year to 37.3% - meaning it is currently offering the best deals of the top 10 promoting snacks brands.

“As we reach the middle of the picnic season, Walkers has climbed two places into fourth place this month, overtaking both Mars and Birds Eye in terms of the number of deals on shelves,” says Assosia director Kay Staniland. “Walkers also made the biggest monthly increase in average savings of all the top 10 brands.”

Looking at mechanics, Walkers made a noticeable shift away from multibuy towards single price-point promotions, increasing save promotions by 34.6 percentage points to account for 79% of all its deals in store, Staniland adds.

It comes as rivals Pringles, Tyrrells, Kettle Chips, McCoy’s and Hula Hoops also deepened their offers compared with last year - with average savings in the crisps, nuts and snacks category up by 3.4 percentage points to 39%.

“All of the top 10 biggest-promoting snack brands feature average savings well above the branded average,” says Staniland.

Tyrrells, Kettle Chips, Graze, McCoy’s and Hula Hoops also increased the number of featured space promotions in the mults significantly compared with last year, reflected in a 0.5 percentage point increase in crisps, snacks and nuts promotions, which accounted for 3.9% of total deals in the mults.

Promotions were also up across the wider impulse category, which had the highest number of promotions and the second-highest average savings of 34.5%.

“Impulse now offers the ­second-best category savings behind health, beauty & baby,” says Staniland.