PepisCo’s UK crisp unit Walkers has announced the re-launch of its upmarket Sensations crisps, a brand worth GBP120m (US$210.23m) annually.

“The re-launch will include a new advertising campaign, new packaging and new seasonings. The existing flavours in the Sensations range have been improved and there will be some new additions to the range,” a spokesperson for Walkers told just-food.

‘Gently Infused Lime & Thai Spices’, ‘Slow Roasted Lamb & Moroccan Spices’, and ‘Simply Sea Salt’ flavours have been revamped while ‘Lime & Coriander Chutney’ poppadoms and ‘Japanese Beef Teriyaki’ crackers will be introduced.

New-look packaging features images of the ingredients in a move that the company hopes will make it easier for consumers to identify the brand.

Dominic South, senior brand manager for Sensations, commented: “Walkers Sensations has always been synonymous with innovative flavours, but the new emphasis on real ingredients and authentic seasonings will make them even more appealing to consumers.”