Walkers has begun the second phase of its saturated fat reduction programme for its core crisps range.
A £2m TV ad campaign to support the initiative will be launched in April with Walkers’ ambassador Gary Lineker.
The first phase of Walkers’ fat reduction programme was launched a year ago when it reduced the saturated fat content by 10% through the introduction of a new blend of cooking oil - High Oleic Sunflower Oil (HOSO) - to the core range. This second phase reduces saturated fat by a further 20% and a third phase, scheduled for 2006, will cut it by another 20%. An on-pack message, ‘Same great taste…now better for you’ will help to make consumers aware of the cut.
The TV campaign also marks Lineker’s tenth year of working with Walkers.
PepsiCo trade marketing manager Nicky Seal said HOSO had also been used in the new Potato Heads product.
Seal added: “It is just one of a number of initiatives that will enable us to continue to offer better-for-you products to our consumers.”