Exclusive Mary Carmichael Golden Wonder is set to challenge Walkers for leadership in football-themed savoury snacks, with the launch of Wotsits Goalden Balls next week. The tangy cheese puffed snack ­ a football shaped version of Wotsits, complete with hexagonal stitching ­ follows the arrival of Walkers' bacon-flavoured Footballs in January. Both companies aim to harness the anticipated football fever in the run up to, and during, the World Cup in July. The Wotsits spin-off is Golden Wonder s second joint venture with US giant General Mills. Its first, Bugles, which launched in the UK in January 2001 and notched up first year sales of £4.4m. Like Wotsits, Goalden Balls will target kids and a £1m marketing campaign, set to kick off towards towards the end of March, will be led by an on-pack promotion, the details of which have yet to be revealed. Ads in national youth press, PR and promotional activity on radio and TV will add extra support. Category marketing director Kirsty Taylor said she was confident the new product would capture children's imaginations: "They can now think, sleep and eat football." Rsp: 27p, standard 23g bag, 34p, 40g bag, 99p, six-bag pack. {{P&P }}

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