Walkers is teaming up with fellow British lunchtime icon, Heinz, on the launch of three limited-edition sandwich inspired flavours, helping retailers to spruce up the lunchtime occasion.
Inspired by some of Britain’s favourite sandwich combinations, Walkers Sausage Sarnie with Heinz Tomato Ketchup flavour, Cheese Toastie with Heinz Baked Beanz flavour and Roast Chicken with Heinz Mayonnaise flavour are all non-HFSS.
The launch kick starts year four of Walkers’ iconic CrispIN vs CrispOUT campaign, which is set to once again reignite the debate around crisp sandwiches among consumers across multiple channels. The activity aims to help retailers tap into the lunchtime opportunity with bold snack variations that offer increased choice through flavour, with the Heinz endorsement encouraging shoppers to trade up with the new range.
Enjoyment remains the number one driver of choice for shoppers when buying crisps and snacks[1]. At the same time, both cheese and meat flavours are growing across the total Savoury Snacks Category, outperforming the market at +11% and +21% respectively[2]. With Walkers being Britain’s most loved crisp brand[3] and 83 Heinz products being consumed every second[4], the partnership is strongly placed to help retailers cater to these shopper flavour demands, whilst also elevating them with the addition of popular Heinz products.
Stephanie Herbert, Walkers Senior Marketing Manager, comments: “We are delighted to be partnering with the iconic brand, Heinz, to support retailers in offering innovative, taste-led NPD that will get their shoppers talking. The partnership will support retailers in maximising their sales potential around the lunchtime occasion, which is set to drive appeal to a wide range of consumers.”
Walkers Sausage Sarnie with Heinz Tomato Ketchup, Cheese Toastie with Heinz Baked Beanz and Roast Chicken with Heinz Mayonnaise flavours are hitting shelves across the grocery, impulse and wholesale channels from 12th August. The NPD will be available in a range of formats, including a 45g grab bag (RSP: £1), 70g PMP (RSP: £1.25) and 5pk multipack (RSP: £1.65). Additionally, Walkers Cheese Toastie with Heinz Baked Beans 45g grab bags will be available exclusively through Tesco. The launch will be supported by Walkers’ 360, multi-million CrispIN vs CrispOUT campaign, running from 5th August for 13 weeks with TV, shopper, digital, social and PR activity.
[1] PepsiCo Kantar Bolt Snacking Tracking Q2 2022 MAT, change vs Bolt Main Study 2020-2022
[2] Kantar Worldpanel Purchase Data 52 we 07 Jul 2024.
[3] For claim verification, see www.walkers.co.uk/mostloved
[4] Kantar Worldpanel, Feb 2022
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