UK: PepsiCo adds British ingredients to Walkers

By Katy Askew | 22 January 2013

Walkers Homegrown range

Walkers Homegrown range

PepsiCo will begin using a number of British-sourced ingredients for its line of Walkers crisps.

The move aims to emphasise Walkers' "taste and quality" and will include a brand refresh and marketing campaign, PepsiCo said.

Across its core range PepsiCo will use: Somerset cheddar in its cheese and onion, tomatoes from the Vale Evesham in prawn cocktail and tomato ketchup, salt from Cheshire in ready salted and sour cream from Dorset in in sour cream and chive.

In emphasising its UK sourcing, PepsiCo will hope to cash in on the growing trend for UK consumers to look for products that are traceable and have a regional provenance. The company already moved to source 100% British potatoes.

Show the press release



Walkers is introducing delicious home grown ingredients from around Britain to its core range of crisps. The biggest flavour innovation behind the product range for ten years will emphasise Walkers' irresistible taste and quality and will also see the iconic Walkers brand benefit from a fresh new look. A massive and impactful marketing campaign, featuring brand ambassador Gary Lineker, is set to reflect the impressive scale of Walkers' investment in its flavour range, while engaging consumers in a uniquely Walkers way!

Building on Walkers' commitment to using 100% British potatoes, delicious British sourced ingredients are being introduced across the core range to boost flavour, including: Cheddar from Somerset in Cheese & Onion; Tomatoes from the Vale of Evesham in Prawn Cocktail and Tomato Ketchup; Salt from Cheshire in Ready Salted; and Sour Cream from Dorset in Sour Cream & Chive. As shoppers continue to look for produce with regional provenance 1, there will now be even more reasons to enjoy the nation's favourite crisps 2.

Marianne McGoldrick, Senior Marketing Manager, Walkers, comments, "Our crisps taste great which is the key reason people choose Walkers. By making our flavours even more irresistible with delicious home grown British ingredients, and communicating it both on pack, on TV, and through social media, we are confident we are creating a significant sales opportunity for retailers. Walkers is a trusted British brand, renowned for flavour innovation and this next step in Walkers' evolution is set to further engage the nation in our best sellingrange3."

The new packaging prominently features a Union Jack potato stamp reinforcing provenance, while the iconic Walkers logo benefits from an update. Deeper, richer pack colours are designed to communicate quality, while remaining instantly recognisable and are even easier to locate on shelf4. In addition, a key descriptive word has been used to identify the unique attributes of each Walkers flavour, from ‘Unmistakably' for Cheese and Onion, to ‘Distinctively' for Salt & Vinegar.

From March, the launch will be supported with substantial TV support in which Gary Lineker makes sure that the British ingredients are celebrated as the true stars of the Walkers brand.

PepsiCo is working in partnership with its customers to create high impact displays in stores and depots with bespoke tractor shaped display units, and POS featuring iconic British scenery to drive visibility and excite consumers.

Pre-filled four case stackers, designed for smaller stores should be placed in high footfall areas to capture impulse purchases, targeting the 43% of shoppers who buy from the CSN category without visiting the main fixture5. Also, a new 24 case count will be available for independent retailers, as well as 49p price marked single bags.


Original source: PepsiCo

Sectors: Commodities & ingredients, NPD & innovation, Snacks

Companies: PepsiCo

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