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Red Sky Potato Chips from Walkers

05 March
12:21 2009

Red Sky Potato Chips is a break-through sharing product in the premium sector of the Crisps, Snacks and Nuts category.

With staying in becoming the new going out, this new and innovative product is expected to deliver huge incremental growth within the premium sharing category, giving retailers further opportunities to increase their sales.

Red Sky offers the best of nature with its great taste coming from using only 100% natural ingredients. The crunchy Potato Chips are cooked in a unique way that produces a fresher-tasting, delicious product with the perfect crunch – making them ideal for sharing and satisfying the expectations of an increasingly demanding consumer.

The brand’s natural positioning is further reinforced by its packaging – with as much of the pack as possible sourced from sustainably managed forests accredited by the Forest Stewardship Council. This unique packaging gives the brand strong differentiation at fixture.

As Nature is at the heart of the Red Sky brand, the brand will also work to give something back. Working in partnership with registered charity Cool Earth, Red Sky will allow consumers to contribute towards sustainability in a tangible way.

For every 150g bag sold, 10 cubic ft of endangered rainforest will be protected through Cool Earth and for every 40g sold 5 cubic ft will be saved.

Red Sky will be supported by a multi-million pound marketing package. The activity includes a heavyweight TV campaign, Digital marketing, a Press campaign, Consumer PR activity, and major trial activity to ensure the brand has massive consumer awareness.

The TV advertising campaign will start in early April. There is also a full range of point of sale solutions available for the impulse channel.

Red Sky launches across the trade this month in four fantastic flavours and two sizes:
• West Country Bacon and Cream Cheese – 150g and 40g
• Anglesey Sea Salt (seasoned with award winning, natural, Halen Mon sea salt) – 150g and 40g
• Sour Cream and Green Herbs – 150g
• Roasted Red Peppers and Lime – 150g

The 150g SKU’s have an RSP of £1.79, and are available in cases of 12. The 40g SKU’s have an RSP £0.59 and are available in cases of 24.

Kirk Tanner, Walkers VP Impulse UK & Ireland says: “Sharing formats offer impulse retailers the biggest opportunity for incremental sales. We are confident this new product will drive consumers into store – it will be the biggest and most important new product launch in the sharing category this year!”

Source: Pepsico

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