UK crisp manufacturer Walkers, part of US snacks and soft drinks giant PepsiCo, is to launch a new range of crisps featuring lower levels of salt and fat.

The new brand will be called Walkers Potato Heads, and will be based on the Mr Potato Head children's toy character, which PepsiCo has licensed from toy maker Hasbro, reported Brand Republic.

Walkers is to launch the new brand in January 2005. The move forms part of plans for other low fat and salt products, to add to the company's existing Walkers Lites brand.

"PepsiCo is now in a position to confirm that in January 2005 they will be launching Walkers Potato Heads, a potato crisp that is cooked in high oleic sunflower oil, and contains 30% less fat and 70% less saturated fat than Walkers' standard crisps," a PepsiCo spokesperson was quoted by Brand Republic as saying.