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Sensations launches two new classic flavours with a modern twist from early February, and will be supported by in-store displays and off-shelf features.

With 73% of consumers purchasing premium crisp options when snacking[1] and the number one reason for snacking in the evening being to indulge in treats[2], shoppers remain on the lookout for something a little different to enjoy, especially during big night in occasions. As the biggest brand within premium crisps[3], Sensations’ new launches are well positioned to help retailers unlock a new sales opportunity.  With 89% of the over-55 age demographic also preferring classic crisp flavours[4], the NPD is also set to recruit a wider audience to the brand.

Wayne Newton, Senior Marketing Director of Walkers Snacks at PepsiCo comments, “We know that consumers continue to look for premium products to treat themselves with, despite the current economic challenges. With the launch of these new products, we wanted to tap into those classic favourite flavours of cheese and salt and add in a bit of a modern twist through the addition of chilli chutney and black peppercorn to offer something a little different. Not only will this allow us to recruit a wider demographic to the brand, but our NPD will also support retailers in maximising sales around sharing occasions, offering well-loved flavours that are sure to be a hit with shoppers.”

“In an effort to offer consumers a wider range of snacking choices, the new additions to the Sensations portfolio are also non-HFSS. This is in line with our target that 30% of snack sales come from non-HFSS products, and an additional 20% from products sold in portions of 100 kcal or less by 2025. This forms part of PepsiCo Positive, our strategic end-to-end transformation plan with health and sustainability at the centre.”

Sensations Mature Cheddar & Chilli Chutney and Crushed Sea Salt & Black Peppercorn will be available in all channels from early February. Mature Cheddar & Chilli Chutney will roll out in 150g (RRP £2.50) and 40g (RRP £1), and Crushed Sea Salt & Black Peppercorn will roll out in 150g (RRP £2.50), 65g PMP (RRP £1.25), 40g (RRP £1). 

[1] Kantar Worldpanel Purchase Data 52 we 24 Dec 2023

[2] Bolt Tracking 2023 Q3 MAT

[3] AC Nielsen: Total Coverage RSV FY 2023

[4] Kantar Worldpanel Purchase Data 52 we 24 Dec 2023 – 89.1% of Post families purchased at least one Potato Crisp with a Regular/ Salted/ Lightly Salted or Cheese Flavour in an year

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