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August 27, 2019

PepsiCo de-lists Walkers Tear ‘n’ Share crisps

Global food and drinks giant PepsiCo is to discontinue one of its Walkers crisps ranges in the UK, citing sales that came in below expectations.

By Leonie Barrie

Global food and drinks giant PepsiCo’s UK crisps brand Walkers is to discontinue its Tear ‘n’ Share range, citing sales that came in below expectations.

The thicker-cut crisps, intended for sharing, were launched in January 2016 but sales have not been as high as predicted.

A spokesperson for Walkers told just-food it intends to focus on its other brands within the sharing segment.

“The booming sharing segment is growing by +12%, fuelled by our ever-popular sharing brands; Sensations, Doritos and Max Strong, which contributed GBP57m (US$70m) RSV [retail sales value] segment growth over the last two years,” the spokesperson said.

“To continue to drive sharing sales for our retailers, we will drive even more focus behind these top-performing GBP0.25bn RSV brands in the future, so have decided to de-list Walkers Tear ‘n’ Share as its performance did not meet our expectations.”

On launch PepsiCo and Walkers promoted the fact that Tear ‘n’ Share crisps – available in five variants – were to be sold in packaging that could ‘turn into a bowl’.

A marketing spokesperson for PepsiCo in the UK said at the time the product was “set to drive incremental sales for retailers whilst establishing Walkers Tear ‘n’ Share as a credible brand for all sharing occasions”.

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