Walkers has more than trebled the value of the 'thin' crinkle-cut crisp segment following the launch of Crinkles in April.

The first mass-market 'thin' crinkle crisp brand has generated an impressive £11.7m in sales in its first two months on shelf, data exclusive to The Grocer has revealed [Nielsen total sales 9 April to 4 June 2011].

The product, which is up against more niche offerings from brands such as Seabrook and Burts, had helped the "underdeveloped sector" grow from £5.5m eight weeks prior to Walkers' entrance, to £17.3m eight weeks following its debut, said brand owner PepsiCo [Nielsen total sales w/e 4 June 2011].

Initial sales had outstripped those of Walkers Extra Crunchy last August The Grocer's 2010 bagged snacks launch of the year, which generated £4.8m in its first 10 weeks and is now worth £18.7m [Nielsen total sales w/e 11 June 2011].

The launch had been the biggest for the crisps and snacks category in the past five years, claimed PepsiCo. "Walkers Crinkles has exceeded all expectations to become twice as successful as any previous launch in crisps and snacks in the past five years and it is on course to become the biggest branded food launch of 2011," said Walkers marketing director Miranda Sambles.

Seabrook Crisps, the ­second-biggest player in the thin crinkle-cut sector, welcomed Walkers' arrival, saying it had helped create "further consumer awareness and positive growth for both brands".

An industry expert ­described Walkers Crinkles as a "perfect, and very rare" example of how to pull off NPD.

"The Walkers Crinkles taste, feel, sound, smell and even look good," said Don Williams, CEO of branding agency Pi Global. "Add this to the clout PepsiCo can put behind the launch and bingo a huge success."

Walkers has already challenged its thick-ridged crisp competitors, such as McCoy's, with its Max range, which has been available since 2000.