Walkers is set to reinvigorate its MAX brand with three new product launches and its biggest ever campaign.
A new snack – Walkers MAX Double Crunch – joins the range, alongside a new flavour under MAX Strong (New Peri-Peri Sharing Bag) and new Variety 6 Pack formats across MAX Core and Strong.
“We are thrilled to announce the launch of Walkers MAX Double Crunch: crisps that are cooked for even longer to offer twice the crunch of Walkers MAX,” said Katherine Cook, Walkers Max Brand Manager at PepsiCo.
The new Walkers MAX Double Crunch range is available in sharing bags and grab bags across four flavours – Bold BBQ Rib, XXL Chicken & Chorizo, Loaded Cheddar & Onion, Original Sea Salt.
The new Walkers MAX Strong Fiery Peri-Peri aims to tap into the continuing popularity of the hot and spicy crisp segment.
Cook said the product is “sure to resonate with shoppers looking for a snack to accompany a cool drink (beer or otherwise!)”
In addition, Walkers MAX will also be expanding into the variety packs segment, targeting 18-35 year olds who prefer personalisation and choice.
“We have developed variety multi-packs containing our top-performing flavours across the MAX, MAX Strong and new MAX Double crunch ranges; with a Walkers MAX Variety 6pk, Walkers MAX Strong Variety 6pk and Walkers MAX Double Crunch Variety 6pk,” Cook said.
The full MAX family will undergo a new packaging design change to unify the range and give the brand maximum standout on shelf.
A multi-touchpoint marketing campaign will follow in February and March to support both the re-brand and NPD launch, spanning TV, OOH, social and PR – marking the brand’s biggest ever marketing support plan.