Golden Wonder is bidding to spice up the savoury snacks market - by adding a Doner Kebab flavour to its Wheat Crunchies.
The move, designed to capitalise on Britain’s apparent love affair with spit roast spicy meat, is at the expense of the four-strong line-up’s Chicken and Mushroom variant which is being axed.
A national sampling and radio campaign will support the launch of the new flavour, which joins Wheat Crunchies’ Crispy Bacon, Spicy Tomato and Worcester Sauce editions.
Wheat Crunchies broke into the top 20 bestselling bagged snacks last year (The Grocer Top Products Survey) with a 4.3% sales rise to £18.2m.