PepsiCo has relaunched its Walkers Sensations range in the UK as part of an GBP11m (US$15.2m) spend on the brand.

Supported by a multimedia campaign including TV advertising, press, online and a new website, the revamp includes a new black pack design.

In addition, two new flavours Buffalo Mozzarella & Herbs and Southern Style Barbecue – have been launched. Both varieties are available in 160g with the latter also available in a 95g format.

Kirk Tanner, Walkers vice president of impulse UK & Ireland, said: “Staying in is the new going out, which offers retailers a massive opportunity for incremental sales on sharing formats in impulse. The contemporary new design gives the brand an exciting new identity and provides excellent visibility on shelf.”

The company said it has made “recipe improvements” across its entire Walkers portfolio, which are now “made from real ingredients” and are free of artificial colours and sweeteners, preservatives and MSG.

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A spokesperson added: “Sensations continues to perform well and is valued at a massive GBP77m. The activity we have developed for Sensations in 2009 is part of our ongoing commitment to growth and to ensuring the brand remains a firm favourite with consumers.”