Quavers, one of the UK’s most popular snack brands, is tapping into the growing demand for cheese flavoured snacks with the launch of a new cheesy flavour – Quavers Red Leicester.
Set to shake up the cheese snack segment with one of the nation’s favourite cheese flavours, Red Leicester, the innovation brings a delicious new twist to the brand’s signature light and curly snack.
The launch aims to maximise sales for retailers through reinforcing Quavers’ popularity, whilst offering existing fans and new shoppers alike a cheesy Red Leicester twist on the iconic Quavers curl.
Cheese flavoured snacks continue to be a major driver of growth in the savoury snacks category, worth nearly £1 billion and growing year-on-year, presenting a clear opportunity for expansion.
Quavers Cheese is already a household staple, found in one in five UK homes and growing by +7% in value year-on-year.
The new variant will be rolling out in a variety of formats, including grab bags, price-marked packs (PMPs), multi and sharing packs, helping retailers unlock further potential in the category by catering to different shopper occasions.
Wayne Newton, Senior Marketing Director for Walkers, comments: “We are a nation of cheese lovers, and with Quavers being known and loved for its irresistibly cheesy taste, there is no better time to add our new Red Leicester flavour to the range.
"Introducing Quavers Red Leicester allows us to take that cheesy appeal to the next level and ensure we’re continuing to offer shoppers variety. It’s the same melty, curly Quavers experience – now with a delicious Red Leicester twist.
“With our original Cheese flavour remaining a clear favourite among consumers, we’re confident that shoppers will love our new Red Leicester flavour, and that it will support retailers in keeping their shoppers excited when it comes to savoury snacks.”
Quavers Red Leicester is rolling out across the grocery, impulse and wholesale channels from now in various formats – a 34g grab bag at £1.10 RRP, a 54g price-marked pack at £1.35 RRP, a 6x16g multipack at £2.25 RRP and a 116g sharing bag at £1.50 RRP.