PepsiCo is relaunching Walkers Max with a healthier recipe, NPD and updated packaging to grab a bigger share of the impulse crisps sector.

The updated range, which is being rolled out this week, is now free from artificial colours, preservatives and MSG and the redesigned packaging communicates the new health credentials of the crisps.

In a bid to attract young male impulse shoppers, a cheeseburger flavour has joined the menu (rsp: 53p) taking the portfolio to three variants.

"The single-serve segment is becoming an increasingly important opportunity," said Kirk Tanner, Walkers vice president, impulse. "This year the MAT sales value of the bagged snack category in impulse increased 1.6% to £542m [Nielsen] and Walkers Max is strongly outperforming the sector with double-digit growth."

New PoS material will highlight the changes.