Walkers is to launch a get active-style promotion and cut the saturated fat content of its core range in a bid to quell the public row over obesity.
The announcement came after PepsiCo UK president Martin Glenn gave evidence to the Commons Health Select Committee inquiry into obesity. He said it was simplistic to blame child obesity on snack food. “You can get fat if you overindulge in anything,” he said.
Walkers will reduce the saturated fat content of its crisps by 10% next year by cooking with lower fat oil.
The company will also be giving away pedometers in a promotion mirroring PepsiCo’s sponsorship of the America on the Move campaign where consumers are encouraged to increase their physical activity and eat healthily.
Meanwhile, Walkers has signed up to a licensing deal with children’s cartoon Yu-Gi-Oh! to give away 70 million Zoom Tazos. The cartoon is the top kids’ programme on Sky One, said the company.