Walkers’ premium crisps range, Sensations, has launched two new limited-edition flavours to celebrate next month’s Coronation of The King.
Inspired by British classics, the two new flavours – King Prawn Cocktail and Regal Lamb and Mint, will feature a regal-themed design, which will also be extended to the brand’s best-selling SKU, Thai Sweet Chilli.
In 2022, Sensations saw 41% brand growth in the week of the Platinum Jubilee with its special-release flavours, demonstrating the sales opportunity for retailers as consumers come together to celebrate historical moments.
Sensations King Prawn Cocktail and Regal Lamb and Mint flavours tap into the growing meat and seafood potato chip flavour formats. Meat flavours represent 28% of salty flavour occasions for an evening snack, whilst seafood flavours are growing more than 5%, both bringing incremental flavour options to the brand. Sharing is the biggest format within the savoury snacks category, making up 33% of sales – the new flavours will be available in a sharing pack format.
Lynn Grant, Marketing Manager of Walkers Sensations, commented: “It’s not every day that the nation is able to celebrate such a historical moment like the Coronation. Following value growth of 16% for Sensations in 2022’s Platinum Jubilee year, we’re launching two new limited-edition flavours to help consumers celebrate another iconic event. The packs allow us to support retailers in maximising the sales opportunity around the occasion with sharing formats being perfect for social gatherings.”
Sensations’ Limited Edition Coronation range will be available across the grocery, convenience and online channels until the end of the Coronation weekend in a 150g sharing bag (RRP: £2.50) and 65g PMP (RRP: £1.25) formats.
NAM Implications:
- Key will be stand-out appeal amongst a host of Coronation specials.
- This one could do it…
