Walkers expands Wotsits flavour range

Tuesday, 06 January 2009

Walkers, the UK's No. 1 crisps and snack manufacturer, is adding a second flavour to their popular Wotsits brand.

The iconic Cheesy flavour will be joined this month by the delicious Wotsits Flamin' Hot flavour.

The Crisps, Snacks and Nuts category is huge in impulse and is currently growing at nearly 4%.

The Wotsits brand, worth £41 million, continues to perform strongly in impulse and is showing growth of 10% which is outperforming the category.

Wotsits is one of the fastest selling SKUs in Impulse but currently does not have a secondary flavour.

The introduction of Wotsits Flamin' Hot flavour therefore presents a massive incremental sales opportunity for impulse retailers.

Kirk Tanner, VP Impulse Sales for Walkers, says, "Crisps, Snacks and Nuts is a hugely important category for impulse retailers and Walkers is committed to driving growth and excitement throughout 2009 and beyond.

"Having the right range of best selling products at the right price is essential and we are working closely with the independent trade to help them maximise the sales and profit opportunities.

"The delicious new Wotsits flavour has scored just as high in consumer taste tests as the original Wotsits Cheesy and we can therefore expect it to be a huge hit with impulse shoppers.

"Wotsits is a must stock brand in impulse and we urge retailers to stock up now."

Flamin' Hot Wotsits are available in standard 19g bags from 14th December 2008. They have an RSP of 38p and a case size of 48.

Before Christmas, Walkers launched a promotional campaign centered on its SunBites brand.

Source: PepsiCo