UK: Walkers expands Big Eats range

By: just-food.com | 14 May 2008

Walkers has added smoky bacon flavour crisps to its Big Eat range this month to capitalise on the brand's growing popularity in impulse channels.

According to the UK's biggest selling crisps brand, smoky bacon is its fifth best-selling standard bag flavour, worth GBP5m in sales and growing at a rate of 20% year-on-year.

The Big Eat range is growing at 6.1%, generating sales of GBP27.7m.

Walkers said the flavour was well suited to the Big Eat line, as the range benefits from "excellent distribution" through impulse channels, particularly forecourts.

The launch targets the young male adult market, Walkers said.

Sectors: Bakery, NPD & innovation, Snacks

Companies: Walkers