Walkers launches upmarket crisp brand

Britain’s biggest crispmaker, Walkers, is aiming to take a bite out of the market for posh crisps by launching its own upmarket brand, Red Sky.

Walkers does not appear anywhere on the packaging, presumably because the Leicester-based company did not feel its best-selling brand struck a smart enough note with buyers.

Its entry shows the strength of premium “sharing” crisps – the kind served as nibbles when friends come round rather than scoffed with sandwiches at lunch.

According to market research company TNS, shoppers spent £368m on ‘sharing crisps’ in the 52 weeks to 25 January this year – up 8.7 per cent.

Simon Quirk, TNS client manager, said: The average packet of crisps isn’t going to look good when you’ve got friends coming round. The flavours and packaging [of the premium crisps] are more exciting and they’re more appealing for that sharing occasion.”