Walkers attempts to build on SunBites success

Tuesday, 23 December 2008

Walkers, Britain's No.1 crisps and snacks manufacturer, is launching an exciting programme of activity designed to build on and accelerate the success of its Walkers SunBites brand.

Launched in late 2007, Walkers Sunbites is now the one of the biggest brands in the Better For You sector, worth over £17m.

With delicious flavour news, a hugely motivating on-pack promotion and a display/case count solution for impulse, Walkers SunBites is set to help retailers capitalise on the opportunity for growth within the BFY sector.

Since its launch in September 2007, the Walkers SunBites brand has delivered 60% incremental sales to the better for you category (TNS Worldpanel 52w/e 7.9.08).

Consumers choose SunBites because they are both better for you and an enjoyable treat. Already, SunBites have a 12% volume share of BFY (Nielsen 52w/e 29.11.08), and Walkers are confident that the upcoming brand activity will help to increase this further.

Delicious New SunBites Flavour

A new Sun Ripened Sweet Chilli flavour is being launched in time for New Year, designed to drive brand appeal and frequency of purchase.

Sun Ripened Sweet Chilli has been a winning flavour in consumer trials, scoring an even higher purchase intent score than the existing popular Sour Cream and Cracked Black Pepper flavour. Available in six pack and standard 28g formats, this new flavour will create consumer excitement around the brand.

Little Rays of SunShine on pack promotion

Also launching this month is a "Little Rays of Sunshine" on-pack promotion, offering consumers a 1 in 5 chance of winning one of a range of prizes, from manicures and magazine subscriptions to weekends in Tuscany and cooking days with Jean Christophe Novelli.

Lucky consumers with packs containing a winning message and unique code can claim their prize online.

The promotion runs across single serve and 6 packs, and all flavours, including the new Sun Ripened Sweet Chilli flavour and is expected to drive trial of the brand and increase sales.

Shelf Ready Packaging for Impulse

A new 18 count single serve SRP case of the leading flavour, Sour Cream and Cracked Black Pepper has been developed for impulse retailers.

This new solution is expected to be hugely appealing to impulse retailers, as it can be easily displayed on shelf with great impact and our research shows many retailers prefer the smaller case count.

Kirk Tanner, Walkers VP Impulse UK & Ireland says: "Crisps, Snacks and Nuts are critical to the impulse trade and as part of our continued commitment to supporting impulse retailers and growing the category we have developed this exciting activity on one of our leading better for you brands.

The new flavour and on pack promotion will have huge consumer appeal and will help drive sales of single serve packs.

We've been working with our impulse customers to develop a new display and case count solution and we are confident it will help increase sales."

Walkers SunBites Sun Ripened Sweet Chilli and Little Rays of Sunshine promotional packs will be available in cash and carries and wholesalers from the end of the year.

Source: Walkers