UK: PepsiCo to launch Walkers Deep Ridged
By Dean Best | 16 July 2012
- Walkers Deep Ridged set for launch in August
- "Biggest" Walkers marketing investment promised
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PepsiCo aiming for "biggest category launch in the past decade" |
PepsiCo is aiming for the biggest launch the UK crisp category in ten years with the latest addition to its portfolio - Walkers Deep Ridged.
The company's bold claim came as it announced it had developed a product it said "unlocks massive flavour and crunch".
Senior brand manager Adam Warner said PepsiCo had a "proven track record" of growing the category with its NPD work on Walkers.
He pointed to last year's launch of Walkers Crinkles, a brand he said was now worth GBP54m. Over half of those sales had been "incremental" to the category, he added.
"New Walkers Deep Ridged is made with a global patent to make the deepest ridges in the market. Not only that, but when we tested the product with consumers, new Walkers Deep Ridged got the best ever new product results," he said.
The crisps come in four flavours and will go on sale next month. Taste seems central to the new product; PepsiCo's healthier snacks in the UK have had a mixed record. The company admitted last July sales of healthier baked snacks under its Walkers brand had not taken off to the extent the company hoped.
WALKERS GOES TWICE AS DEEP WITH MOST EPIC LAUNCH EVER
New Walkers Deep Ridged set to be CSN category’s peak performer
NEW Walkers Deep Ridged is set to unlock epic sales for retailers. Supported by Walkers biggest ever new product marketing investment, the range aims to be the biggest category launch in the past decade. Building on the success of Walkers Crinkles and growing consumer appetite for ridged crisps, Deep Ridged is set to deliver epic satisfaction for consumers and retailers alike.
The 8mm ridges are twice as deep as any other ridged crisp in the market, unlocking massive flavour and crunch for the ultimate snacking experience. NEW Walkers Deep Ridged is available in four bold flavours, Flame Grilled Steak, Mature Cheddar & Onion, Salt & Malt Vinegar (in 50g and six pack multipacks) and Ready Salted (six pack multipack only) from mid-August.
Adam Warner, Senior Brand Manager for Walkers comments, “We have a proven track record of launching NPD that grows the category. Just a year after launch, Crinkles is already worth £54m1, with 54% of sales incremental to the category. NEW Walkers Deep Ridged is made with a global patent to make the deepest ridges in the market. Not only that, but when we tested the product with consumers, NEW Walkers Deep Ridged got the best ever new product results, giving us the confidence to help unlock massive incremental sales for retailers.”
The multimillion pound marketing plan behind the launch will have support across many touch points, most notably TV featuring brand ambassador Gary Lineker as well as Digital, PR, Social Media, and Outdoor.
PepsiCo is committed to working in partnership with its customers to help them maximise this new opportunity; and advise stocking the full range alongside the existing Walkers range on fixture as well as the till point with the bespoke POS available.
Impulse channel specific support is also available for independent retailers benefitting from the availability of cases of 24 to offer value and allow retailers with limited space to stock alongside the core range and off fixture at launch.
Original source: PepsiCo
Sectors: NPD & innovation, Snacks
Companies: PepsiCo
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