UK potato Chip brand Red Sky loses supermarket listings

The Grocer reports that Pepsico's Red Sky potato chips brand has lost nearly all its supermarket listings.

The leading UK Supermarket chains Tesco, Sainsbury and Asda have all stopped selling Red Sky in the past six months, while Waitr ose,has reduced the number of lines from seven to three.

Pepsico launched Red Sky as a separate brand in March 2009. Red Sky Crisps - that do not have any Walkers branding were positioned as premium "sharing"chips , the kind of chips (or crisps in the UK) you serve your friends if they come over to visit, rather than the chips you eat by the bag at lunch (a common occasion to eat chips in the UK).

Red Sky was sold at a price point that even higher than market leader Kettle Chips. But while Red Sky quickly established excellent levels of distribution, sales of the crisps were disappointing according to industry insiders cited by the Grocer.