Walkers is bringing a taste of the Med to consumers this summer with the launch of a new limited edition range of potato crisps.
The Mediterranean range comes in three flavours - tomato & basil, feta cheese and Greek kebab - and follows on from the success of Walkers’ other limited edition ranges, Great British Flavours and Great British Takeaways.
Walkers’ trading marketing manager, Nicky Seal, said: “One of the key growth drivers within the crisps category has been Limited Editions flavours. In 2002 Great British Takeaways grew Walkers’ crisps sales by 8% in impulse, and in 2003 Great British Takeaways increased sales by 9%.”
Seal believed the Mediterranean would be a strong theme for this summer with the Olympics in Athens and Euro 2004 in Portugal, as well as millions of tourists holidaying in Mediterranean resorts.
The launch will be supported by a £2.3m TV ad campaign featuring Gary Lineker, and in-store merchandising units.
“We know that distribution and display is key to maximising what potentially could be a £9m opportunity,” added Seal.
One buyer said the new flavours should mirror the success of last year’s Great British Takeaways. “The key is to make sure you get out as soon as they hit their peak.”
Available from May 30 until the end of the year, the new flavours will come in 34.5g single bags (rsp: 27p) and a six-pack containing two of each flavour (rsp: £1.23).
The Mediterranean range comes in three flavours - tomato & basil, feta cheese and Greek kebab - and follows on from the success of Walkers’ other limited edition ranges, Great British Flavours and Great British Takeaways.
Walkers’ trading marketing manager, Nicky Seal, said: “One of the key growth drivers within the crisps category has been Limited Editions flavours. In 2002 Great British Takeaways grew Walkers’ crisps sales by 8% in impulse, and in 2003 Great British Takeaways increased sales by 9%.”
Seal believed the Mediterranean would be a strong theme for this summer with the Olympics in Athens and Euro 2004 in Portugal, as well as millions of tourists holidaying in Mediterranean resorts.
The launch will be supported by a £2.3m TV ad campaign featuring Gary Lineker, and in-store merchandising units.
“We know that distribution and display is key to maximising what potentially could be a £9m opportunity,” added Seal.
One buyer said the new flavours should mirror the success of last year’s Great British Takeaways. “The key is to make sure you get out as soon as they hit their peak.”
Available from May 30 until the end of the year, the new flavours will come in 34.5g single bags (rsp: 27p) and a six-pack containing two of each flavour (rsp: £1.23).
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