Look who's back!

Walkers brings back original monster munch to grow snacks sales

23 August 2008

Walkers, Britain's No.1 crisps and snacks manufacturer, is going retro and bringing back the original and iconic Monster Munch snacks, which launched in 1977. The re-launch sees the reintroduction of a bigger, crunchier Monster Munch corn snack, a bigger pack format and retro pack design featuring the loveable and iconic Monster characters. The activity will be supported with a fun on-line, PR and marketing campaign (details to be announced soon!).

Walkers is bringing back original Monster Munch specifically for the impulse channel to help drive further growth in the single serve bagged snacks sector which is worth £163 million in impulse, +2.4% year on year.

Walkers' decision to bring back original Monster Munch, targeted at adults, was taken following consumer research, which revealed huge nostalgia for this iconic brand. In fact it's the number one snack for fun and hunger fill amongst men aged 18-24.[1] The research showed a preference for the old texture, flavour, crunchiness and the larger piece size of the corn snack. This activity will not only appeal to this core 18-24 target consumer, but also to a broader audience who remember eating Monster Munch in the 70s, 80s and 90s.

From September, Mega Monster Munch will be back across the impulse trade. Available in Roast Beef, Pickled Onion and Flamin' Hot flavours in a 40g pack format with an RSP 50p (case size 30 x 40g). All the packs are based on the original design, for example the Pink Monster appears on Roast Beef and the Yellow Monster appears on Pickled Onion

Kirk Tanner, Walkers VP Impulse UK & Ireland says: "Crisps, Nuts and Snacks are critical to the impulse trade and as part of our continued commitment to supporting impulse retailers and growing the category we are delighted to be running the bespoke Monster Munch activity for impulse customers. Our research has proven that consumers absolutely love Monster Munch the way they used to be and want to be able to buy them in their local store. Monster Munch is already a best seller in the impulse channel and this re-launch will provide retailers with monster sales! Make sure you stock up and use POS material to ensure high visibility in-store."

[1] FFP 2007