Leading crisps brand Walkers has unveiled the results of a year-long project reviewing the savoury snacks category, with the aim of helping retailers increase their sales.
The project involved extensive research and insights, including shopper behaviour analysis, in-store trials and “working closer than ever with retailers”.
The PepsiCo-owned brand stated that the over-arching insight was that with hundreds of SKUs in the savoury snacks category, retailers were continuing to struggle to achieve the right mix to drive sales. To address this uncertainty, the Walkers team recommended focusing on a core range of best sellers that is right for retailers’ stores to help unlock sales.
To put this to the test, Walkers ran a three-month trial with several Nisa and Premier stores around the country. Many stores were said to have seen double digit sales increases after following the updated range and fixture advice. Feedback from shoppers also proved positive, with 61% of customers stating that the fixture was easier to navigate.
Will Kerr, Head of Impulse Category at PepsiCo, commented: “This impulse focused project has helped us challenge norms and delve deeper than ever into the savoury snacks category. It has also led us to develop the Walkers Hero 20, made up of some of the best-selling and much-loved brands in the savoury snacks category. We hope this on-going project demonstrates our continued support for the impulse channel.”
The Walkers Hero 20 includes popular SKUs like Walkers core flavours (Cheese & Onion and Ready Salted), Oven Baked, Sensations, Doritos and Cheetos.
NAM Implications:
- A no-brainer?
- …and worth a try…
