Quavers is launching a brand-new BBQ Sauce flavour into its core range
The brand is also refreshing its packaging to remind the nation that Quavers are a tasty, light and curly snack
Both the new flavour and updated packaging will demonstrate Quavers’ position as the perfect snack for the whole family, since all of its multipack offerings are 100 calories or less
Quavers, Walkers’ light and curly snack brand, is launching an exciting new BBQ Sauce flavour as part of its core line-up. The launch comes after an investment of £24 million from PepsiCo to increase production capacity at Quavers’ Lincoln factory, supporting the launch of Quavers BBQ Sauce and further innovations to come. The investment also contributes to the PepsiCo Positive strategy, by improving the capacity to create more snacks in packs of 100 calories or less.
Having brought back nostalgic, retro flavours such as Quavers Prawn Cocktail and Salt and Vinegar in 2021, Quavers has seen the additional flavours re-engage shoppers and re-invigorate the brand. The newest addition to the Quavers portfolio will help the brand appeal to a wider range of consumers, especially as over half of Brits revealed that they view BBQ as the most family-friendly Quavers flavour[1].
Alongside the new flavour, the brand is also unveiling an eye-catching new look across its range, in keeping with its iconic fun persona. The packaging refresh aims to remind consumers that Quavers are a tasty, light and curly potato snack, suitable for the whole family.
Quavers has long been associated with a sense of light-hearted fun, and this relaunch aims to highlight that Quavers multipack products are a smart snacking choice for lunchtime consumption, especially as they are 100 calories or less per portion.
Katherine Cook, Walkers Snacks Marketing Manager at PepsiCo said: “We are pleased to reveal our refreshed packaging design for our Quavers brand, which aims to showcase how uniquely tasty, curly and light in texture our crisps are. What’s more, the launch of our new Quavers BBQ Sauce flavour taps into the nations’ love of novelty, meaty flavours[2], while remaining low in calories. The £24 million investment will help us to future-proof brand growth and help deliver more exciting innovations to our customers.”
Quavers BBQ Sauce is in Asda and impulse stores in multipacks and price marked packs from w/c 27th February alongside the refreshed packs, and grab bags from w/c 10th April in Tesco and Morrisons. The new flavour will also be rolling out wider from May onwards. The rebrand and new flavour launch will be supported by out of home, social media, e-commerce and in-store marketing.
[1] Optimize Reach Study, Quavers flavours, November, UK Salty Snack Buyers, 300 respondents (Male 50%, Female 50%, 18-75 y/o, purchased salty snacks in the past 3 months 2021
[2] Kantar Worldpanel, Potato Crisp extruded category split by flavours, 52 w/e November 2021
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