The brand’s marketing budget was part of a total marketing spend by Golden Wonder this year of £25m - its biggest ever spend. Proposals for a new brand ambassador were announced at the start of the year.
Commercial director Dave Revell said the company, which was taken over by Longulf last year, had let the brand down. “There has been an absence of quality marketing investment and the quality of the crisps has been too variable,” he said.
Now the company plans to re-focus by launching an attack on the Scottish crisp market, its traditional heartland, backed by a £1.5m, three-month spend. It hopes improved flavours, revamped packaging and a TV, poster, radio and sampling campaign will reinvigorate it.
The company has also invested £2m in ingredients and equipment at its Scunthorpe site, a move that coincides with the closure of its Skelmersdale factory. Rolling out from the middle of next month, the new crisps are made with sunflower oil, which has 75% less saturated fat than the palm oil it replaces. Four of the current 13 flavours have been axed.