PepsiCo is relaunching Walkers Sensations with dramatic new black packaging and an elaborate logo in a bid to rejuvenate flagging sales.

The new-look packs, which are being rolled out now, have a black background and an s-shaped logo with flavour-themed imagery designed to illustrate the "flavour journey" consumers take when eating the crisps.

The brand's relaunch is being supported by a multi-million pound marketing campaign including TV, press and online activity due to run from March to April. A Sensations website - a first for the brand - is also being introduced.

As part of the relaunch, Walkers is also introducing new flavours and healthier recipes to the range.

A buffalo mozarella & herbs variant and a Southern-style barbecue flavour are joining the line-up. Both will be available in 160g bags, with the barbecue flavour also available in the brand's 95g size.

Walkers hopes the brand overhaul will boost stagnant sales. Last year, they were up just 0.4% to £77.2m [Nielsen MAT 4 October 2008], compared with a 6.6% increase to £2bn for the total bagged snacks category.

The contrasting colours would help give packs a stronger presence on crowded crisp and snacks fixture, said Walkers.

"The black pack and new look is a step change for our Sensations brand and will provide real standout on retailers' shelves," said Ian Ellington, Walkers vice president of marketing.

"The significant marketing investment we are putting behind the brand will also create huge consumer awareness."