Walkers has launched a limited-edition range of festive flavours for the Christmas period, with NPD spanning its core offering and premium Sensations brand. To help spread the Christmas spirit further, Walkers has also released limited-edition holiday-themed packaging on selected year-round favourites, with Wotsits Giants Really Cheesy and Sensations Thai Sweet Chilli receiving new look packs.
Walkers’ seasonal NPD will aim to share Christmas magic with shoppers this year, with the new flavours including Festive Turkey, and Pigs In Blankets. A third and highly talkable flavour, Christmas Pudding, is also likely to spark debate amongst shoppers. Within the convenience channel, the new Walkers seasonal Festive Turkey and Pigs In Blankets SKUs will be available in RRP price marked packs. PMPs account for 68 per cent of total savoury snacking growth, and with shoppers continuing to seek accessible price points, options like the new Walkers NPD will continue to be hugely important in driving crisp sales for retailers in the channel.
Tapping into demand for more premium options during the celebratory occasions such as Christmas, the Sensations range will see the addition of two new flavours: Beef Wellington and King Prawn & Marie Rose Sauce flavours. Meat flavours represent 78 per cent of total spend within the potato crisp Sharing format, whilst seafood flavours are growing at +18 per cent YOY, highlighting how the Sensations brand is catering to these trends as consumers come together to connect during the festive period.
“As sharing occasions rise during the Christmas period, shoppers are on the hunt for savoury snacks that offer something extra special and will elevate their celebrations with family and friends,” said Wayne Newton, Senior Marketing Director at Walkers. “Launching the limited-edition Walkers flavours into PMP format for the convenience channel was an obvious choice or us as these formats continue to prove popular with shoppers and retailers alike, with PMPs remaining the number one contributor to crisps and snacks growth in value vs other segments. Our new range of festive flavours will meet this shopper demand, while also generating buzz and talkability.”
The addition of limited-edition festive packaging on selected year-round favourites from Walkers and Sensations will refresh shopper staples, keeping them top of mind for shoppers during these relevant occasions. This will help consumers to identify their usual basket favourites, ensuring there is something extraordinary for everyone to enjoy during the holiday season.
Newton added: “Enjoyment is the number one driver of choice when buying crisps and snacks, so demands for crowd pleasing flavours will remain front of mind for consumers when food shopping for the festive period. The combination of NPD and seasonal packaging updates will ensure the offerings stand-out on shelf and catch the eye of shoppers, particularly the Walkers limited edition Christmas range as these are non-HFSS so can be cited anywhere in store to maximise visibility and therefore sales.”
The Walkers and Sensations limited edition Christmas ranges are available now while stocks last. All three flavours within the Walkers core range are rolling out in SMP 5pk (RRP: £2.00) and 65g PMP (Festive Turkey and Pigs In Blankets only, RRP: £1.25) format, with both flavours of the Sensations Christmas range rolling out in 150g sharing bags (RRP £2.50).
The SKUs are available across convenience.
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