• Walkers is launching three new coated peanut products under the Walkers MAX STRONG brand: Spicy Wasabi, Jalapeno & Cheese and Chilli & Lime
  • The three new additions will bring some much-needed excitement and flavour to the nuts segment
  • Much like Walkers MAX STRONG crisps, Walkers MAX STRONG Double Coated peanuts pair perfectly with beer, and with this, offer retailers the chance to push cross-category sales

Walkers is delivering a mouth-watering flavour boost to the growing nut segment this September with the launch of all new, Walkers MAX STRONG Double Coated Peanuts. Available in three bold, spicy flavours: Spicy Wasabi, Jalapeno & Cheese and Chilli & Lime, the new launches pair perfectly with beer and will give retailers the opportunity to drive cross-category purchases.

The nuts segment is in +8.4% growth[1], but it is an area of the savoury snacks category that tends to stick with what it knows, relying on tried and tested flavours such as salted, dry and honey roasted. Walkers is looking to change that with the launch of its bold tasting MAX STRONG nuts, and help drive further growth of flavoured nuts which is growing ahead of the segment at +21%[2].

With the launch of this new proposition, Walkers is looking to attract young adults to the nuts segment – an area of the savoury snacks category that is predominantly shopped by the over 34s[3].

Jonny Roberts, Walkers MAX brand manager, comments: “Less than 15% of adults who shop the nuts segment are under the age of 342, and we believe that’s down to a lack of new and exciting flavours that actually spark the interest of young adults. Our trio of peanuts are full of taste and pack a punch too. There are three levels of heat, catering to those that like a little spice through to those that like their snacks a hotter.”

Walkers launched the MAX STRONG brand in 2018 and has seen sales grow 6% YTD[4] while achieving more than £70m RSV[5] in 2020. As well as their punchy flavours, a unique selling point for the crisp brand was that they had been crafted to perfectly partner beer, and the same can be said about the new Walkers MAX STRONG nuts range as well.

Jonny Roberts continues: “A third of all nuts shopping trips include a trip to the beers, wines and spirits aisle[6], so retailers will be able to drive awareness of the new products as well as cross-category sales with merchandising in and around the beer fixture.”

Walkers MAX STRONG Double Coated peanuts will be supported with a strong POS plan and activity across digital channels.

[1] Nielsen MAT TY W.E 24.10.20

[2] Kantar, Take Home Data Vs YA, 52 WE 18.04.21

[3] Kantar, Spend £000, 52 WE 21.03.21

[4] Nielsen value sales YTD Vs YA to 07/08/21

[5] Nielsen value sales FY 2020

[6] Kantar, Take Home Data Vs YA, 52 WE 18.04.21

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