Walkers launches Deep Ridged crisps

Gary Lineker: brand ambassador to star in TV ad for Walkers Deep Ridged crisps
Gary Lineker: brand ambassador to star in TV ad for Walkers Deep Ridged crisps

Walkers claims it is allocating its biggest marketing spend to date on its latest product, with the launch of its Deep Ridged crisps, which will take on rivals such as Tyrrells and McCoy's.

Walkers Deep Ridged will hit supermarket shelves on August 13 and will be aimed at the 25- to 44-year-old male market.

The new crisps will be available in four flavours: Flame Grilled Steak; Mature Cheddar & Onion; Salt & Malt Vinegar and Ready Salted.

Walkers believes its 8mm thick wedges, which it claims are twice as thick as those currently on the market, will prove a hit with customers.

The company says the drive will represent its biggest marketing to date behind a new product, but did not disclose specific financial details.

The new product will be available in different bag sizes, including single-serve bags priced at 73p and multipacks at £1.99.

Walkers owner PepsiCo will be hoping that Walkers Deep Ridged are able to mirror the success of Walkers Crinkles, which have quickly gained traction with consumers.

Walkers Deep Ridged complements Walkers existing ridged product, Walkers Max, which is sold in impulse channels, but not supermarkets.

Marketing support for Walkers Deep Ridged is to be centred a new TV ad featuring Walkers brand ambassador Gary Linekar, along with cinema and social media activity.

Follow John Reynolds on Twitter @johnreynolds10


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