Pepsico launches revolutionary all natural 'Red Sky Potato Chips': Continuously Kettle-fried

The United Kingdom has become Pepsico's testing ground for a revolutionary manufacturing process for potato chips: "Continuous Kettle Fried Potato Chips". This new process results in a "fresher-tasting, delicious product with the perfect crunch"

And that's not all. These premium potato chips, that are launched this month in the UK under the entire new brand name "Red Sky Potato Chips"brings Natural to a new level.

Pepsico positions Red Sky potato Chips as a product "ideal for sharing and satisfying the expectations of an increasingly demanding consumer."

Red Sky offers the best of nature with its great taste coming from using only 100% natural ingredients.

The brand’s natural positioning is further reinforced by its packaging – with as much of the pack as possible sourced from sustainably managed forests accredited by the Forest Stewardship Council. This unique packaging gives the brand strong differentiation at fixture.

As Nature is at the heart of the Red Sky brand, the brand will also work to give something back. Working in partnership with registered charity Cool Earth, Red Sky will allow consumers to contribute towards sustainability in a tangible way. For every 150g bag sold, 10ft? of endangered rainforest will be protected through Cool Earth and for every 40g sold 5ft? will be saved.

The unique production process "Continuously Kettle fried"used to produce the Red Sky Potato Chips was only recently patented in the US. Continuous Kettle Fried is a process where the product runs along a line, rather than in a static batch (kettle) and is a much more controlled process. The result is a consistently high quality product with much less fat (only 21.8% versus a typical 30+% for regular potato chip).

With staying in becoming the new going out, this new and innovative product is expected to deliver huge incremental growth within the premium sharing category, giving retailers further opportunities to increase their sales.

The introduction will not go unnoticed:

Red Sky will be supported by a multi-million pound marketing package. The activity includes a heavyweight TV campaign, Digital marketing, a Press campaign, Consumer PR activity, and major Trial activity to ensure the brand has massive consumer awareness.

The TV advertising campaign will start in early April. There is also a full range of point of sale solutions available for the impulse channel.

Red Sky is available in four flavours and 2 sizes:

• West Country Bacon and Cream Cheese - 150g and 40g
• Anglesey Sea Salt (seasoned with award winning, natural, Halen Mon sea salt) 150g and 40g
• Sour Cream and Green Herbs - 150g
• Roasted Red Peppers and Lime - 150g

Source: Walkers/Pepsico International