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
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
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