Walkers is launching a range of crinkle-cut crisps next month, in a move the PepsiCo brand claimed was the biggest category launch of the past five years.
The new Crinkles will be available in four flavours: Simply Sea Salted; Cheddar & Onion; Salt & Malt Vinegar; and Sweet Chilli. They will be priced at 43p for a 32g bag and £1.59 for multi-packs of six.
The launch will be backed by a multimillion-pound marketing campaign including TV ads featuring Walkers stalwart Gary Lineker.
“Crinkle-cut is an underdeveloped opportunity in the UK,” said Walkers marketing director Miranda Sambles,
Meanwhile, the brand’s Clash of the Comics promotion for Comic Relief saw ‘Stephen Fry-Up’ emerge as the most popular flavour. Walkers said the limited-edition range of flavours inspired by comedians had raised more than £1m for Red Nose Day 2011.
PepsiCo admits it’ll be hard to cut salt further (14 February 2011)
PepsiCo admits slow packaging progress (22 January 2011)
Top Products Survey 2010: Bagged snacks (18 December 2010)
Ad of the Week: Lineker wins again from Walkers’ embarrassment of Richie (4 September 2010)