Walkers Baked Now in Larger 37.5g Bags

The new bigger format for Walkers Baked follows the recent introduction of Smoky Bacon into the popular Walkers Big Eat range. The Walkers Baked range is worth £27.7m in impulse and is growing at 6.1%.

04/07/08 It is also encouraging retailers to stock up on popular Walkers Big Eat range to meet high consumer demand.

Walkers Baked is the most successful launch in the Crisps and Snacks category of the past three years with sales of more than £38m.

Walkers is now planning to grow the brand even further with a new format targeting the impulse channel specifically.

The No.1 consumer need for snacks in the Impulse channel is ‘filling’ – to meet the need for a more substantial snack with healthier credentials, the new Walkers Baked 37.5g pack will be available from June in Ready Salted, Cheese & Onion and Salt & Vinegar. RSP 48p.

Research shows that consumers shopping in impulse have health high on the agenda and the Walkers Baked brand responds perfectly to this trend. Walkers Baked also appeals strongly to male and female consumers aged 17 to 64 and 17 to 44 respectively – with both groups indexing highly as shoppers in the Impulse channel .

The new bigger format for Walkers Baked follows the recent introduction of Smoky Bacon into the popular Walkers Big Eat range. The Walkers Baked range is worth £27.7m in impulse and is growing at 6.1%.

In addition to the upweighted impulse specific pack, Walkers is also putting a significant £1.5m behind a television campaign for Walkers Baked throughout July. The 20-second executions are designed to drive consumer awareness of the brand from its current 50% to 70%.

David Biggs, Walkers’ impulse director says: “Now’s the perfect time for retailers to stock larger pack sizes such as the new Walkers Baked 37.5g and the popular Walkers Big Eat range. Therefore retailers who stock and provide space for the best sellers can expect to drive incremental sales.”