Ahead of the new HFSS legislation coming into effect this October in England, crisps brand Walkers has issued a new digital guide to help retailers navigate the implications for the savoury snacks category.
The guide is intended to help retailers understand whether they are likely to be impacted by the new rules and includes information on action for their stores, while maximising their savoury snacking sales.
In support of the guide, Walkers will be releasing a ‘Walkers Hub’ on shopt – a dedicated area where convenience retailers can access industry content. A crisp display generator tool will be available that offers retailers bespoke crisp layouts for their shelves by entering a few details about their store and shoppers.
Retailers also have the opportunity to earn ‘rewards’ for stocking specific Walkers Hero 25 products (Walkers’ list of best-selling SKUs) and merchandising display support via the shopt app.
In addition, Walkers will be applying clear labelling to its product cases, offering guidance to retailers on whether the product is non-HFSS and where best to position it in-store. The approach aims to drive awareness of the legislation and clear up any confusion on the specifics.
Kirsten Reid, Impulse Category Management Channel Lead for PepsiCo UK commented: “Our focus right now is on helping retailers to navigate and prepare for the upcoming HFSS regulations. Our digital guide will focus on snacking growth strategies and includes dos and don’ts and handy visuals too.
“Firstly, concentrating on maintaining space of best-selling products in the main fixture. Secondly, maximising off-fixture displays in high traffic areas around the store which will help drive impulse purchases. And finally, supplementing both with reformulated or new non-HFSS products from well-known and trusted brands that deliver on taste and health needs.
“We also recognise the implications of the new regulations and the associated complexities and are therefore heavily investing in our teams to ensure that they are well equipped to provide tailored assistance.”
She added: “Here at Walkers, we will continue to offer a balanced portfolio of crisps and snacks that don’t compromise on taste, retaining focus on our much loved and best-selling product ranges such as Walkers, Walkers MAX, Quavers, Cheetos, Wotsits and Doritos. To complement this, we’ve introduced several taste-led non-HFSS lines which we believe will work best in this channel, including Walkers Oven Baked, Walkers MAX Strong, PopWorks, and Walkers 45% less salt.”
Earlier this year, Walkers set a goal that by 2025, half of its snack sales will come from products that are non-HFSS or from products sold in portions of 100 calories or less. A wide-ranging NPD pipeline has already seen the launch of Walkers 45% Less Salt and non-HFSS Walkers MAX Hot Sauce and Fiery Prawn Cocktail, which are set to be followed by other innovations and reformulations.
