Britain’s biggest crisp brand Walkers has rolled out a re-sealable 175g sharing pack featuring on-pack promotion as part of its UEFA Champions League sponsorship.

The new re-sealable sharing format gives retailers more opportunity to tap into the lucrative sharing segment, which has grown by 15.9% in the last five years (Nielson Scantrack 2012 – 2016).

Available in the four Walkers core flavours; ready salted, cheese & onion, salt & vinegar and prawn cocktail, the range will be on-sale from Monday 23 January for £1.50.

John Savage, UK brand manager for Walkers Crisps at PepsiCo, said that one in five social occasions where snacking takes place don’t include sharing packs and recognised this as an opportunity to drive incremental sales.

“Watching a football match with friends or family is an ideal occasion for sharing snacks, so the UEFA Champions League is the perfect match for the launch of our new re-sealable Sharing Packs.”

The launch of the new re-sealable sharing pack will be supported with an eight-week television campaign where consumers can win football-related prizes through its ‘Snap and Share’ promotion.

This month, Walkers introduced a new premium Mediterranean range that is cooked in 100% Spanish olive oil.