Walkers Sensations crispy thins

Walkers is expanding its Sensations sub-brand into the burgeoning savoury snacking biscuit category.

Rolling out from next week, Sensations Crispy Thins are 100g bags of baked crackers (rsp: £1.99) that will be available in three flavours already used on the brand’s potato crisps: Thai Sweet Chilli, Mexican Fiery Sweet Chipotle, and Caramelised Onion & Balsamic Vinegar.

The launch follows the recent rollout of similar products including Ritz Crisp & Thin from Mondelez, and Jacob’s Cracker Crisps from United Biscuits. It comes a few months after take-home sales of crisps were overtaken by non-potato snacks such as savoury biscuits for the first time [Kantar Worldpanel 52 w/e 1 February 2015].

“This launch taps a macro trend of shoppers broadening their repertoire into savoury snacks, but still with the flavour they would expect from Sensations,” said marketing director Thomas Barkholt, adding the new products were a different proposition from Walkers’ existing Market Deli range. “Market Deli offers variety for shoppers who have a passion for food across premium formats,” he said.