30 May 2007


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Walkers Baked takes Crisps & Snacks category by storm

Walkers

crisps

snacks

Source : Walkers
Launched in September 2006, Walkers Baked has already sold more than £15million worth, making it the 8th biggest brand in the Crisps & Snacks category and the biggest launch in the category in the last 3 years.

Baked was launched for people who love crisps and are looking for a no taste compromise, lower-fat alternative. Walkers Baked are unlike other crisps – because they’re baked (not fried) they contain 70% less fat than regular crisps and have less than 100 Calories per pack - all with the great taste you’d expect from the UK’s favourite crisp brand.

Jon Goldstone, Walkers Vice President of Marketing, comments: “We knew that Baked was going to hit the market running and it really has turned out to be a phenomenal success. More than four million households have bought the product and it is already a bigger brand than Kettle Chips and Mini Cheddars. ”

Baked has been highly incremental to the category, making it a winner for consumers and trade alike. Consumers see the product as a tasty snack that just happens to be lower in fat, and there has already been demand for additional flavours.

The brand has been supported by extensive in-store execution, which included the first ever Walkers and Tropicana meal deal in BP forecourt stores, floor media, news POD panels in
WH Smith, sandwich coupons in Boots, and in-store sampling. More than 700,000 free samples were also handed out across the UK, in offices, stations and along with shopping deliveries.

Jon Goldstone concludes: “The animated TV ad was supported with a strong outdoor campaign that together with excellent in-store execution, shopper marketing support and sampling activity, has contributed to the brand’s immense success so far, and we intend to build on this, starting with the introduction of a Baked Sour Cream & Chive six-pack later this year.”

Walkers Baked was also awarded the coveted Star Product (bagged snacks) accolade in the 2006 Grocer Top Product Awards.

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