Walkers Snack Foods is part of the UK trading arm of the European division of Frito-Lay, the domestic and international snack food operation of PepsiCo.
Walkers is currently the fourth-largest PepsiCo business and is the leader in the pounds 2.2bn salty snacks market in the UK, with over 40% market share.
Its brand portfolio includes Walkers Crisps, Doritos, Quavers, Monster Munch and French Fries.
The Walkers brand has close associations with football, particularly with its long-running Walkers Crisps advertising campaign featuring Gary Lineker. As well as this, the brand sponsors Leicester City FC and is the official snack of the England football team.
During March 2000 Frito-Lay announced it was considering adopting a European strategy that would see the company slash its brand portfolio and concentrate on building core brands. The five 'advantage brands' identified are Doritos, Lay's, Cheetos, Ruffles and Quavers.
According to MMS, in the year to October 2000 Walkers Snack Foods spent pounds 3,363,155 on generic advertising, with the second-highest spend being for Doritos Chips and Dips (pounds 2,963,292). Walkers supported its Moneybags instant-win promotion with a pounds 5m campaign through Abbott Mead Vickers BBDO, in September 2000.
Turnover: pounds 263.9m
Operating profits: pounds 51.6m
UK employees: c.4000
(year to December 25 1999)
Neil Campbell, VP of marketing
Abbott Mead Vickers BBDO
(year to October 2000)
TV pounds 11,528,416
Press pounds 848,435
Outdoor pounds 74,400
Radio pounds 18,817
Total pounds 12,470,068
1600 Arlington Business Park, Theale, Reading, Berkshire RG7 4SA
Tel: 0118 930 6666
Fax: 0118 930 3152