Simon Mowbray
Snacking rivals Kettle Foods and KP are both dipping into a new sector in a bid to challenge the dominance of mighty Walkers.
KP is to use its Real McCoy's brand to enter the growing dipping category with a new range called McCoy's and Dip.
Kettle, meanwhile, has devised a Mediterranean sub-brand featuring crisps and dips, which it claims will be superior to anything else on the market.
However, it is likely that both newcomers will inevitably end up fighting to claw a share of the sector from market leader Walkers Doritos.
Mandy Ferguson, marketing director at KP, said the company's new offering would once again be aimed at men, with a 95g dip included in every 100g sharing bag of McCoy's (rsp: £1.49).
Chunky BBQ, Mango Chutney and Salsa dips will accompany bags of Flame Grilled Steak, Balti Curry and Rock Salt crisps respectively.
The launch is being supported by a £2m ad spend.
Kettle's Mediterranean Hand Cooked Potato Chips with Extra Virgin Olive Oil come in 120g bags in two flavours, Feta Cheese & Olive and Sweet Red Pepper & Sun Dried Tomato (rsp: £1.89). The accompanying 300g jars of dips are Sweet Red Pepper with Sun Dried Tomato and Preto Bean Salsa (£1.99 each).
Kettle marketing director Keith Stevens said: "Our consumer research indicates that the range delivers on flavour, texture and difference."