Quavers, the snack brand made by Walkers, is launching a new BBQ Sauce flavour as part of its core line-up.
The launch comes after an investment of £24m from PepsiCo to increase production capacity at Quavers’ Lincoln factory, supporting the launch of Quavers BBQ Sauce and further innovations. The investment also contributes to the PepsiCo Positive strategy, by improving the capacity to create more snacks in packs of 100 calories or less.
Having brought back retro flavours such as Quavers Prawn Cocktail and Salt & Vinegar in 2021, Quavers has seen the additional flavours re-engage shoppers and re-invigorate the brand. The newest addition to the Quavers portfolio aims to help the brand appeal to a wider range of consumers.
Alongside the new flavour, the brand is also unveiling a new look across its range. The packaging refresh aims to remind consumers that Quavers are a “tasty, light and curly potato snack, suitable for the whole family”.
The relaunch will also highlight that Quavers multipack products are a smart snacking choice for lunchtime consumption, especially as they are 100 calories or less per portion.
Katherine Cook, Walkers Snacks Marketing Manager at PepsiCo, said: “We are pleased to reveal our refreshed packaging design for our Quavers brand, which aims to showcase how uniquely tasty, curly and light in texture our crisps are.
“What’s more, the launch of our new Quavers BBQ Sauce flavour taps into the nations’ love of novelty, meaty flavours, while remaining low in calories. The £24m investment will help us to future-proof brand growth and help deliver more exciting innovations to our customers.”
Quavers BBQ Sauce is now stocked by Asda and impulse stores in multipacks and price-marked packs, alongside the refreshed packs, and grab bags from w/c 10 April in Tesco and Morrisons. The new flavour will also be rolling out wider from May onwards. The rebrand and new flavour launch will be supported by out-of-home, social media, e-commerce and in-store marketing.
