Walkers’ premium crisps range, Sensations, is set to launch two new limited-edition flavours to celebrate the Coronation 2023. Inspired by quintessential British classics, the two new flavours – King Prawn Cocktail and Regal Lamb and Mint, will feature a striking regal themed design, which will also be extended to the brand’s crown jewel and best-selling SKU, Thai Sweet Chilli.
In 2022, Sensations saw a whopping +41% brand growth[1] in the week of the Platinum Jubilee with its special-release flavours, demonstrating the sales opportunity for retailers as consumers come together to celebrate historical moments. Following this success, the brand will be once again, encouraging consumers to add a regal touch to their coronation soirees with two new SKUs offering a kingly feast of flavours.
Sensations King Prawn Cocktail and Regal Lamb and Mint flavours tap into the growing meat and seafood potato chip flavour formats. Meat flavours represent 28% of salty flavour occasions for an evening snack[2], whilst seafood flavours are growing more than 5%[3], both bringing incremental flavour options to the brand. Sharing is the biggest format within the savoury snacks category, making up 33%[4] of sales – the new flavours will be available in a sharing pack format, providing consumers with a premium option as they look for something special to add to their celebrations.
Lynn Grant, Marketing Manager of Walkers Sensations, comments: “It’s not every day that the nation is able to celebrate such a historical moment like the Coronation. Following value growth of +16% for Sensations in 2022’s Platinum Jubilee year[5], we’re launching two new limited-edition flavours to help consumers celebrate another iconic event. The packs allow us to support retailers in maximising the sales opportunity around the occasion with sharing formats being perfect for social gatherings.”
Sensations’ Limited Edition Coronation range is available now until the end of the Coronation weekend. Rolling out in a 150g sharing bag (RRP: £2.50) and 65g PMP (RRP: £1.25) formats, the SKUs are now available across the grocery, convenience and online channels.
[1] Nielsen Total Coverage w/e 29th May 2022 vs YA
[2] Kantar Worldpanel Take Home Data l 52 w/e 4th October 2020 vs YA l Total Salty Snacks l Total Sharing
[3] Kantar Worldpanel Take Home Data l 52 w/e 4th October 2020 vs YA l Total Salty Snacks l Total Sharing
[4] Nielsen Total Coverage Incl. Discounters W/E 31.12.2022?)
[5] Nielsen Total Coverage w/e 31st December 2022 val % chg YTD
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