From June, Wotsits Really Cheesy, Monster Munch Pickled Onion and Doritos Chilli Heatwave flavours will all be available on a Walkers crisp base
The new limited-edition formats will help to drive excitement amongst consumers, and appeal to shoppers looking for innovative snacking options
The limited-edition offering will also be non-HFSS, furthering Walkers’ goal to make non-HFSS snacks, and those in portions of 100 calories or less, 50% of its sales by 2025
Walkers, Britain’s most loved crisp brand[2], is combining three iconic flavours from popular brands with a Walkers crisp. Wotsits Really Cheesy, Monster Munch Pickled Onion and Doritos Chilli Heatwave flavours will be available on a Walkers crisp base for a limited time only. The new format will tap into shopper demand for snacks that are full of flavour and can elevate snacking occasions.
With enjoyment remaining the number one need when snacking[3], consumers continue to look for unique, tasty snacks to fulfil this. Walker’s latest trio of crisps are set to drive excitement within the category, at a time when shoppers are looking for more ways to add something different to their snacking repertoire. The brand’s newest offering taps into this consumer trend by bringing together its legendary crisp with three famous flavours from its wider portfolio.
The limited time only flavours will be the first to combine much-loved brands in the UK to deliver new snacking experiences, demonstrating Walkers innovative approach to growing the category. Doritos is the UK’s largest tortilla chip brand[4] and Wotsits saw over £130 million in value sales in 2022[5], while Monster Munch has been enjoyed for many years. Therefore, the combining of the iconic brands will perfectly position the snacks to help retailers tap into demand for interesting formats.
Jonny Roberts, Senior Brand Manager at Walkers at PepsiCo said: “We know that shoppers are after two main things when they turn to savoury snacks – enjoyment and excitement – and through some of our most iconic flavours and brands, Walkers new limited time flavours will help deliver on both of those needs.
“As the number one crisps brand[6], we are well placed to help retailers tap into snacking demands. This launch is just one example of how we have done this and shows how we continue to ramp up our NPD pipeline. The snacks are also non-HFSS as part of our wider commitment to provide smarter snacking choices and cater to the growing number of consumers looking to lead healthier lifestyles.”
In April 2022, Walkers set out an ambition to make 50% of its snack sales come from healthier alternatives by 2025, targeting 30% to come from products that do not classify as HFSS. The brand is now over halfway to reaching this goal, as non-HFSS snacks now account for 15% of Walkers’ overall sales[7], including the new limited-time edition crisps.
The limited time flavours will be available while stock lasts, from the 5th of June 2023, and can be found in grocery, wholesale and impulse stores in multipacks and RRP price marked packs. The launch will be backed by a digital media campaign including social media and shopper marketing support.
[2] For claim verification, please visit https://www.walkers.co.uk/mostloved
[3] Source: Bolt Snacking Tracking Q2 2022 MAT, change vs Bolt Main Study 2020-202
[4] Source, Nielsen Value sales, YTD 29.04.23
[5] Source, Nielsen Value sales, FY 2022
[6] For verification see https://www.walkers.co.uk/mostloved
[7]Based on NielsenIQ RMS data for Total Savoury Snacks (client-defined) for the 52 w/e 25.03.23 for Great Britain Total Coverage retail market (Copyright © 2023, NielsenIQ).This includes a small percentage of snacks that are exempt from the HFSS product placement restrictions that came in to force in October 2022 even though they may not meet the definition under the 2004/2005 Nutrition Profile Model.
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