Walkers expects its new crinkle-cut crisps to be the biggest category launch of the last five years.
Walkers Crinkles will be available in four varieties: Simply Sea Salted, Cheddar & Onion, Salt & Malt Vinegar and Sweet Chilli. They are made with 100% British potatoes and come in 32g single-serve packs (rsp: 43p).
Walkers said the launch was set to continue the company’s successful track record of creating new products that delivered incremental category sales, such as Walkers Extra Crunchy. It will be backed by a multi-million-pound marketing campaign, including TV advertising featuring Gary Lineker.
Jon Kyle, PepsiCo impulse sales director, said: "If you look at other markets, crinkle-cut is an underdeveloped opportunity in the UK. By leveraging the category’s number one brand, which two in three households buy, we believe we can step-change the growth of crinkle-cut crisps."