Quavers is hoping to tap shoppers’ growing appetite for cheesy snacks with a Red Leicester variant.
It has rolled out across grocery, impulse and wholesale channels in various formats – a 34g grab bag (rsp: £1.10), a 54g price-marked pack at £1.35, a 6x16g multipack (rsp: £2.25), and a 116g sharing bag (rsp: £1.50).
Offering a “delicious new twist” on the snack, the NPD would appeal to “existing fans and new shoppers”, said Quavers.
“We are a nation of cheese lovers, and with Quavers being known and loved for its irresistibly cheesy taste, there is no better time to add our new Red Leicester flavour to the range,” said Walkers senior marketing director Wayne Newton.
Newton said he was “confident that shoppers will love our new Red Leicester flavour, and that it will support retailers in keeping their shoppers excited when it comes to savoury snacks”.
It comes a year after Kellanova brought its $1bn (£789m) Cheez-It brand to the UK, launching a duo of Snap’d packs in Cheese & Chilli and Double Cheese variants.
At the time, Kellanova said it had “identified an opportunity to re-engage a younger audience looking for a real cheese snack that packs a punch”.
In April, challenger brand Proper also unveiled a duo of cheesy snacks, Cheese Lentil Chips and Mature Cheddar Popcorn, stating: “The UK’s love for cheese is undeniable.”
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