Walkers launches Mediterranean range to the UK

Britain’s biggest crisp brand Walkers has rolled out a new premium Mediterranean range that is cooked in 100% Spanish olive oil.

Available in two flavours - Lightly Salted and Cracked Mixed Pepper - the new range will launch in early February to major retailers with an RRP of £1.99 (140g) sharing bag and a £1.89 six-pack at 25g.

Unique in the category, cracked mixed pepper uses four different types of peppercorns, which are cracked and sprinkled on to the crisps.

Andy Hawkswell, marketing manager at PepsiCo, said the new range was created to embody the essence of the Mediterranean.

“The use of olive oil in the cooking process is particularly innovative. Symbolic of the Mediterranean, olive oil has gained real traction in the UK in recent years,” he said.

“Our research has shown that Walkers Mediterranean will have real appeal to shoppers looking for a simple, natural, tasty snack and, with its premium credentials, it offers a strong sales opportunity for retailers.”

The new range, which will be supported by a TV campaign, is based on the Artesanas line, which is well-known in Spain under the Lay’s banner, and was introduced to France last year.

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