Walkers is aiming to boost the profile of its SunBites brand with a new flavour and on-pack promotion in the New Year.

The Sun Ripened Sweet Chilli flavour has been picked in response to consumer trials and will be available in standard 28g packs. Launched in September 2007, the brand is now worth over £17m.

Walkers is launching a ’Little Rays of Sunshine’ on-pack promotion, to be run across all packs including Sun Ripened Sweet Chilli. It offers consumers a one in five chance of winning one of a range of prizes, from manicures to weekends in Tuscany.

Kirk Tanner, Walkers VP Impulse UK & Ireland, said: "Crisps, snacks and nuts are critical to the impulse trade and, as part of our continued commitment to supporting impulse retailers and growing the category, we have developed this exciting activity on one of our leading better-for-you brands."

A new 18-count single-serve SRP (shelf-ready packaging) case of the leading flavour, Sour Cream and Cracked Black Pepper has also been developed for impulse retailers.