Golden Wonder Chippies

Tayto Group has overhauled its Golden Wonder portfolio, adding new products, range extensions and updated packaging.

Hailing a “major piece of NPD”, the crisps brand has launched Chippies, a three-strong range of potato sticks in Ready Salted, Salt & Vinegar and Chip Shop Curry flavours. It is rolling out now in 45g and 100g bags (rsp: 69p and £1).

The lineup is joined on shelf by new impulse, grab and £1 PMPs of Transform-A-Snack and Ringos – as well as a cheese variety variant for Transform-A-Snack across all pack sizes.

Golden Wonder has also given its sub-brands a makeover to bring them in line with the master brand. Each had “its own character, with a fresher, bolder design to give greater shelf standout” said Matt Smith, marketing director at Golden Wonder.

The changes were “based on extensive research and a strong consumer understanding” Smith added. “With solid distribution in the convenience sector as well as a loyal customer base, we are staying true to the brand roots of producing well-priced, fully flavoured snacks, but with even more variety.”

The changes come as the brand is up 0.8% in supermarket value sales to £16.3m [IRI 52 w/e 16 July 2017].