New Walkers Extra Crunchy set to drive sharing growth
Extra Crunchy range with five fantastic flavours launched by Walkers.
30 July 2010
Supported by a multi-million pound marketing campaign, Walkers are launching new Walkers Extra Crunchy into the crisps and snacks category this month. The exciting new range of thicker and crunchier Walkers Crisps* is expected to be the biggest sharing launch of the last eight years**.
'The Walkers you share' are available in five fantastically bold flavours - Simply Salted, Salt & Malt Vinegar, Cheddar & Sour Cream, Sweet Chilli Chicken and Flame Grilled Steak - they are the perfect sharing treat for the whole family to enjoy in the evening or at the weekend.
The sharing sector is already the growth engine of the crisps and snacks category with impressive +11.9% growth year on year*** and the arrival of Walkers Extra Crunchy represents a significant new growth opportunity for sharing as Ian Ellington, Walkers General Manager, explains:
"Sharing brands have historically been targeted at more affluent consumers, resulting in other UK households buying 20% less sharing products****. We have identified that there is a big opportunity for an everyday sharing brand which families up and down the country can enjoy as an informal treat in the evening or at the weekend. Walkers Extra Crunchy was developed to meet this potential demand and is set to be a huge success after receiving a great response from consumers during extensive product testing*****."
Ellington continues: "We are committed to driving innovation and excitement in to the category and Walkers Extra Crunchy is going to be a real power brand in sharing. We have an amazing portfolio of highly complementary sharing brands, each appealing to different consumers and with flavours designed for different sharing occasions, such as Walkers Sensations for a film night in with the girls round or for a party. We are confident that Walkers Extra Crunchy will be massively popular with consumers and will be a top 5 Sharing brand by the end of its first year. We hope that retailers who get behind Walkers Extra Crunchy with off fixture displays at launch will benefit from significant incremental sales and category growth."
The multi-million pound marketing campaign, will include TV advertising running from August through to October, PR, social media and in-store support with dedicated point of sale for the launch.
* They are thicker-cut, longer cooked crisps - making them different to the Walkers Crisps consumers eat every day
** The previous biggest launch was Sensations in 2002
*** Nielsen: ScanTrack - Total Coverage value sales YTD we 22.05.10 versus year ago
**** TNS Worldpannel 54w/e 21st March 2010
***** Walkers Research with 12,000 consumers
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