New Walkers Sunbites packaging highlights great taste
Sunbites stand out with wholegrain ingredients, great flavour and new packaging design.
12 April 2011
Sunbites has introduced a new, colourful pack design to help drive sales by drawing consumers' attention to its great tasting flavours. The brand, from Walkers, the UK's No.1 crisps and snacks manufacturer*, is also launching a new Cheddar and Caramelised Onion flavour, in line with its ongoing focus on NPD and increased consumer demand for new flavours. Taste remains the key driver in consumer spending decisions in the Crisps, Snacks and Nuts category with 70% of consumers making taste-driven purchases**.
The Sunbites brand has gone from strength to strength since its launch in 2007. It experiences the highest repeat purchase rates in the 'Better For You' (BFY) segment***, with retail sales up +11.3% year to date****. The future of the segment looks bright with 85% of shoppers keen to see more healthy products over the next 12 months*****.
Jon Kyle, Impulse Sales Director for PepsiCo UK said:
"The new packaging design will help the product to stand out on fixtures and attract consumers' attention," comments. While the wholegrain credentials of Sunbites remain important and a key selling point, we believe that focussing on the great taste of the product will maintain consumer engagement and help retailers to increase sales of this innovative range."
The new packaging will be supported by a multi-million pound campaign including television advertising, press, shopper marketing and fresh, engaging content on www.sunbites.co.uk. Sunbites will also run large scale experiential sampling in city centres.
Walkers Sunbites are available in single serve in three great tasting natural flavours – Lightly Sea Salted (previously 'Original'), Sour Cream & Cracked Black Pepper and Sun-Ripened Sweet Chilli. The Original flavour has been rebranded Lightly Sea Salted in order to create an even stronger appeal among Sunbites' core target audience.
Kyle continued:
"The success of our Sun-Ripened Sweet Chilli flavour presents an opportunity for independent retailers. Its popularity in grocery provides a strong indication of its growth potential in impulse. Independent retailers should ensure they have availability of the most popular Sun Ripened Sweet Chilli and the Sour Cream & Cracked Black Pepper variants. Their performance in the total market and the improved stand-out on shelf presents an opportunity for impulse sales."
Made in the UK, Sunbites contains 67% wholegrain, including whole oats, corn and wheat. They contain no artificial colours, flavours or preservatives. A 25g pack of Sunbites contains 30% less fat than regular crisps and provides more than a third of the suggested daily amount of wholegrain******.
* Nielsen value MAT to 13.03.11
** PepsiCo Segmentation Study, 2008
*** TNS, 52 weeks ending 08 Aug 10
**** Nielsen, MAT to 12.03.11
***** HIM! 'Driving footfall to convenience' report 2010
****** 2005 Dietary Guidelines for Americans
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