Walkers Baked has been the most successful new product launch in the Crisps and Snacks category in the last 3 years. It is now the biggest better-for-you brand in the category and is central to Walkers plans to accelerate growth in the market.
Now worth over £37m, Walkers Baked has been driving incremental growth to the category, making it a winner for retailers and consumers alike.
Walkers Baked was launched in September 2006 for people who want a great tasting, low fat alternative to crisps, that isn't a diet product. Baked, not fried, Walkers Baked contains 70% less fat than regular crisps, yet redresses the 'low fat means tasteless' consumer misconception as proven by outstanding repeat purchasing.
2008 is going to be yet another massive year for the Walkers Baked brand and it will benefit from a £3 million investment in consumer support. The programme includes above the line media, sampling activity, in-store support and PR.
