PepsiCo to attract family shoppers to snacks range through winning UK partnership with Merlin Entertainments

PepsiCo is launching a new on-pack promotion across Frazzles, Chipsticks, and Cheetos in collaboration with Merlin Entertainments. Running from 1^st March until 30^th June 2025, the promotion gives retailers even more reason to stock the trio of popular snacks, offering shoppers the chance to win one of 5,000 prizes. Each prize consists of four tickets to a pre-selected Merlin Entertainments UK attraction, including family favourites such as Thorpe Park, nationwide SEA LIFE aquariums and Alton Towers Resort.

At a time when 37% of UK consumers are going out to cafes, restaurants, bars or live events less[1], this promotion comes at the perfect time to bring families the opportunity to spend quality time together. Frazzles, Chipsticks, and Cheetos are all family favourites and a must-have for retailers looking to harness the magic of unforgettable family experiences, encourage impulse purchases and drive repeat sales.

Additionally, Frazzles and Chipsticks introduced a fresh new look in 2024, and all three brands moved to compact packaging on multipacks, meaning packages are smaller and more stream-lined. This rebranding ensures these beloved snacks truly stand out on shelves and capture even more attention from shoppers.

Wayne Newton, Senior Marketing Director for Walkers, comments: “Families are at the heart of this promotion. With Merlin Entertainments’ attractions offering an unmissable draw for families, and snacks that are perfect for all ages, retailers who stock the participating packs of Frazzles, Chipsticks, and Cheetos will be well-positioned to take advantage of a promotion that’s sure to drive both sales and footfall. The inclusion of PMPs in the promotion offers great value for consumers, making it an even more attractive option for those looking for affordable days out.”

Nick Brigden, Director of Brand Partnerships, UK & Europe, said: “At Merlin Entertainments, we know that family moments are priceless, and this exciting promotion is all about making them even more accessible. By partnering with PepsiCo, we are proud to provide more families reasons to enjoy unforgettable days out at our world-class UK attractions. This partnership makes it easier than ever for shoppers to grab their favourite snacks and unlock magical experiences, all in one go!”

The on-pack promotion, launching on 1^st March, will be available across grocery, impulse, and wholesale channels and supported by shopper marketing activity. To enter, shoppers simply need to purchase a promotional pack of Frazzles, Chipsticks or Cheetos and scan the QR code or visit www.joy-pepsico.eu/en-gb/promotions/walkers/merlin to register and enter. For full T&Cs, please visit: www.joy-pepsico.eu/en-gb/promotions/walkers/merlin.