A permanent BBQ flavour and limited-edition Hot & Spicy variant were being rolled out now - the first in a series of new products planned for this year, the company said.
Last year's TV and cinema campaign featuring brand character Wolfe is back on air for the next two months and will be followed by new ads promoting the brand's Southern Fried and BBQ flavours. A seven-week roadshow to distribute samples to 500,000 consumers coincides with the TV push.
"Fridge Raiders is becoming the impulse snack of choice for young people who want something more substantial than crisps," said senior brand manager Anthony Wilkinson.
Sales of the Fridge Raiders brand rose 57% last year to £17.8m [Nielsen 52w/e 21 February 2009].