UK crisp maker Walkers has launched a range of ‘premium’ crisps in four flavours.
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Red Sky Potato Chips are available from this month in West Country Bacon and Cream Cheese, Anglesey Sea Salt, Sour Cream and Green Herbs, and Roasted Red Peppers and Lime flavours.
Available in two sizes, the 150g SKU’s have an RSP of GBP1.79 (US$2.60), and are available in cases of 12. The 40g SKU’s have an RSP GBP0.59 and are available in cases of 24.
For every 150g bag sold, Walker’s said 10ft of endangered rainforest will be protected through Cool Earth and for every 40g sold 5ft will be saved.
Kirk Tanner, Walkers VP Impulse UK & Ireland said: “The investment we are putting behind the brand is a further statement of our commitment to sharing and to the opportunity it presents to the impulse channel. We know staying in is the new going out and consumers are looking for high quality sharing products. We are confident this new product will drive consumers into store – it will be the biggest and most important new product launch in the sharing category this year.”
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By GlobalDataRed Sky will be supported by a multi-million pound marketing package to include a TV campaign, digital marketing, a press campaign, consumer PR activity, and trial activity. The TV advertising campaign will start in early April.
