Walkers has expanded its buoyant Oven Baked sub-brand of healthier crisps with a vegetable-based range.
Oven Baked with Veg comprises two variants – Beetroot & Sweet Chilli and Sweet Potato & Paprika – which claim to “pack a spicy punch”.
They are made from wheat, potato and vegetables. With no more than 15g of fat per 100g, they promise to contain “40% less fat than regular vegetable chips”. Three formats are available: 35g single (rsp: 70p), 6x23g multipack (rsp: £1.80) and 140g sharing bag (rsp: £1.99).
“Our innovation, although lower in fat, doesn’t compromise on taste,” said Walkers brand manager Helen Strachan.
The launch will be backed by the latest Walkers ad starring new brand ambassadors The Spice Girls. It sees Emma ‘Baby Spice’ Bunton pretend to be a cardboard cut-out, to avoid having to share her crisps with the rest of the group.
It comes with Oven Baked worth £58.9m in grocery after it shifted an extra 10.4 million packs over the past year, pushing up its value by £10.8m (25.2%) [Nielsen 52 w/e 29 December 2018].
Walkers has also added to its Sensations range with a Hickory Smoked Cheddar & Crispy Bacon line (rsp: £1.99/150g) – while Balsamic Vinegar & Caramelised Onion has been reformulated. The change meant the variant was “tangier, but still retains the sweetness of caramelised onion that gives the flavour a point of difference” said Walkers, which has also revamped Sensations’ pack design.
The launch of the new flavours would be a supported by the sub-brand’s “biggest ever” push, the supplier added.