Walkers is set to add two new flavours – Sticky Teriyaki and Masala Chicken – to its permanent core crisp range.
The brand stated that it was responding to consumers’ evolving taste buds, with flavours inspired by tastes from around the world. It noted that Tikka Masala flavour continues to grow in popularity, and interest in Japanese flavours rose 60% last year in the salty snacks segment.
With reduced salt, both new flavours are non-HFSS, meaning that they can be displayed in key locations in-store to attract impulse sales.
Sticky Teriyaki and Masala Chicken flavours will be available in 6-pack multipacks (RRP £2.15), 45g grab bags (RRP £1.10), and 70g PMPs (RRP £1.35) – catering to a wide range of shopper missions. They will start rolling out across grocery, impulse and wholesale from the last week of August.
Wayne Newton, Senior Marketing Director, Walkers Snacks at PepsiCo, commented: “Walkers has long been known as a category leader for flavour and innovation. Masala Chicken and Sticky Teriyaki bring exciting, globally inspired flavours that strongly resonate with UK consumers.
“By expanding our permanent line-up, we are giving shoppers even more choice when it comes to the flavours they love, and helping retailers boost basket spend.”
The launches come ahead of Walkers’ ‘Flavourite’ campaign going live in September. It will centre on the idea that not every flavour is for everyone, but everyone has the one flavour that they love. It will span TV, out-of-home, digital, PR, social and shopper media.
Newton added: “With this campaign, we’re sparking a nationwide conversation and are encouraging people to share, debate, and celebrate their favourite Walkers flavours. It’s all about embracing the nation’s passion for crisps, from the timeless classics to the tasty newcomers. We have no doubt that Masala Chicken and Sticky Teriyaki will very quickly become the ‘Flavourite’ choice for many consumers.”
