NEWS: Walkers unveils lower fat crisp

Walkers is planning to use the success of its Gary Lineker crisps campaign to fuel a new product launch: Walkers Lites, a low-fat crisp which aims to revive a declining market.

Walkers is planning to use the success of its Gary Lineker crisps

campaign to fuel a new product launch: Walkers Lites, a low-fat crisp

which aims to revive a declining market.



The snacks manufacturer believes its new product venture will do the

same for the low-fat sector as Doritos has achieved for corn snacks.

This year Doritos was the UK’s fastest growing brand (Marketing, June

27).



Walkers Lites is said to be the first in a series of healthier snacks

from the PepsiCo-owned company. Rival firm United Biscuits brought out

its Go Ahead range of lower fat snacks, cakes and biscuits earlier this

year.



Walkers will use Lineker, plus a female co-star, still to be confirmed,

in a pounds 5m TV campaign. It will be aired early next year in the five

southern TV regions in which the product will initially be available.

The company will also give away seven million bags of Lites and offer a

15g trial pack for 10p.



The technology has been developed by PepsiCo in the US to create crisps

with 25% lower fat, which Walkers hopes will convince consumers that

they do no have to compromise on taste to eat healthier snacks.



The lower fat sector of the snacks market grew in the early 90s, with

the launch of Golden Wonder’s Golden Lights and KP’s Solos, but has

fallen back in the recent years as distribution and marketing of the

brands has been reduced.



The Solos brand, worth pounds 10.6m in 1992, commanded sales of just

pounds 1.5m in the year to November 9 1996, translating to 0.1% of the

pounds 1,3m snacks market. Golden Lights has a 0.3% share (IRI InfoScan

data).



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