New pack design and improved recipe for Walkers Baked

Walkers, the UK’s No. 1 crisps and snack manufacturer, has introduced new packaging across its successful £37 million Walkers Baked brand, to reflect the brand’s real food credentials and drive continued growth. Walkers Baked has been the most successful new product launch in the Crisps and Snacks category in the past four years and is currently the best selling better-for-you snack in the market. In the first year of launch brand sales were 42% incremental to the category.

Walkers Baked is made with real food ingredients;real cheese, real onion, real vinegar, real chilli, etc and is free of MSG, preservatives and artificial colours. The new packaging features photography of the ingredients used in the range which include: Ready Salted, Cheese &Onion, Salt &Vinegar, Bacon &Cheddar, Sour Cream &Chive, and Mango Chilli. The improved packaging and recipe has proven to have great appeal to shoppers looking for a great tasting snack that contains 70% less fat than Walkers crisps on average.

Kirk Tanner, VP Impulse Sales at Walkers, says, “Walkers Baked is a fantastic success story and is currently the best selling better-for-you snack in the market. We are committed to investing behind the brand and are confidant that the new recipe and pack design will make it even more appealing to consumers and increase sales.”

Walkers has joined forces with the Food Standards Agency (FSA) in public support of their campaign to lower saturated fat consumption. A flash appears on all Baked multipacks signposting that the product is 70% lower in total fat and 50% lower in saturated fat that ordinary Walkers crisps.

Walkers Baked is available in:

• 25g and 37.5g standard packs in Ready Salted, Cheese &Onion and Salt and Vinegar

• Multipacks of 6 x 25g in all 6 flavours

• Multipacks of 6 and 12 x 25g variety

For further details and nutritional information across the range, consumers and business customers can visitwww.walkers-baked.co.uk