Walkers has launched its first ever taste guarantee promotion across its ‘Better For You’ ranges, to help retailers drive sales and tackle the misconceptions regarding taste in the segment.

The ‘Better For You’ portfolio covers a range of leading PepsiCo products including reduced fat, wholegrain and corn snacks. The ‘Taste Us. Love Us.’ campaign demonstrates Walkers’ confidence in this popular range which includes Snack-A-Jacks, Sunbites and Walkers Oven Baked.

Michal Iwasyszyn, Marketing Manager for the Better For You portfolio at PepsiCo UK, comments: “We know that shoppers’ number one concern when choosing smarter snacks is the perceived taste[1], but as soon as people taste our products, the repeat purchase rate is phenomenal, for example the repeat purchase rate for Sunbites is an impressive 54%[2]. Snack-A-Jacks, Sunbites and Walkers Oven Baked are all great tasting so we have no doubt that this campaign will be a real success for retailers.”

The packs will include a distinctive flash to generate stand-out on shelf, stating, ‘Great taste guarantee, or your money back’. An exciting opportunity for retailers, the promotion will drive engagement with this range which meets the consumer trend for smarter food choices.

Walkers Oven Baked, the fastest growing brand in the segment[3], recently returned to TV this month with a new tag dedicated to the year-long taste guarantee campaign on the brand.

The campaign, a first for Walkers, will run across the three brands for the whole of 2019 and will be supported with a full marketing plan including, TV support, influencer campaign, digital, on pack flash, sampling and in store stackers and POS to land the messaging across all consumer touchpoints.

[1] Kantar Study Drivers & Barriers, May 2017

[2] AC Nielsen Sep 2018, Kantar Worldpanel Sep 2018

[3] AC Nielsen Sep 2018, Kantar Worldpanel Sep 2018

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