A year after launch, the product has only managed to capture a mere 0.03% share of the total defined savoury snacks market, a proportion that translates to £15,000 in value [AC Nielsen Scantrack & ACNielsen Homescan 4 weeks to April 17 2004].
The tiny ball-shaped snacks were designed to be positioned next to the till - territory usually reserved for confectionery - and the Shots’ tube packs meant they could be eaten one-handed, which Walkers hoped would have particular appeal for the primary target audience of ten to 20-year-old males. “With a teenage market, it initially seemed a good idea to produce a product that could be eaten with one hand and was ideal for eating on the move,” says one buyer.
“But in spite of a huge advertising and marketing spend by Walkers, consumers never really seemed to fully understand the nature of the product.”
The newcomers, which retail at 27p for a single pack and £1.09 for a multipack containing five single packs, were supported by TV advertising totalling £1.3m and heavy instore PoS material.
“Sited alongside other Walkers crisps products, the Shots packs are very small and at the same price as a standard bag of crisps, they seem poor value for money,” adds the buyer.