How could PepsiCo top last year's star product Walkers Potato Heads? By taking the principle of the healthier crisps and creating a brand that targets men, that's how.

Walkers Baked lines, launched in the summer, demonstrate the company's commitment to producing healthier products for every segment of the market , not just children, while still making them appealing to the target audience.

The crisps are made from potato flakes rather than slices and are baked instead of fried, which means they have 70% less fat than standard Walkers crisps. However, they have none of the 'diet' tags or messages attached to most low fat products and therefore have no stigma as far as men are concerned.