Walkers-owned snack brand Quavers is tapping into the growing demand for cheese-flavoured snacks with the launch of a new Red Leicester flavour.
The launch aims to maximise sales for retailers through reinforcing Quavers’ popularity, whilst offering existing fans and new shoppers alike a cheesy Red Leicester twist on the iconic Quavers curl.
Cheese-flavoured snacks continue to be a major driver of growth in the savoury snacks category, worth nearly £1bn and growing year-on-year. Quavers Cheese is already found in one in five UK homes and is growing by 7% in value year-on-year.
The new variant will be rolling out in a variety of formats, including grab bags, price-marked packs (PMPs), multi and sharing packs, helping retailers cater to different shopper occasions.
The Quavers Red Leicester variant is rolling out across the grocery, impulse and wholesale channels in various formats – a 34g grab bag (£1.10 RRP), a 54g price-marked pack (£1.35 RRP), a 6x16g multipack (£2.25 RRP), and a 116g sharing bag (£1.50 RRP).
Wayne Newton, Senior Marketing Director for Walkers, commented: “We are a nation of cheese lovers, and with Quavers being known and loved for its irresistibly cheesy taste, there is no better time to add our new Red Leicester flavour to the range. Introducing Quavers Red Leicester allows us to take that cheesy appeal to the next level and ensure we’re continuing to offer shoppers variety. It’s the same melty, curly Quavers experience – now with a delicious Red Leicester twist.
“With our original Cheese flavour remaining a clear favourite among consumers, we’re confident that shoppers will love our new Red Leicester flavour, and that it will support retailers in keeping their shoppers excited when it comes to savoury snacks.”
