Walkers has given its Max sub-brand a major overhaul that includes new products, new formats and a packaging redesign – all backed by a substantial marketing investment.
NPD comes in the form of Walkers Max Double Crunch, crisps that are cooked for longer to give – as the name suggests – twice the crunch of Walkers Max.
The new range is available in sharing bags and grab bags across four new flavours – Bold BBQ Rib, XXL Chicken & Chorizo, Loaded Cheddar & Onion and Original Sea Salt.
Additionally, the Walkers Max Strong range – currently growing at 21% year-on-year – benefits from the addition of a Fiery Peri-Peri variant.
In tandem with the NPD, the sub-brand has launched variety six-packs of its top-performing flavours across the Max (Punchy Paprika, Fiercely Flamin’ Hot and Sizzling Flame Grilled Steak), Max Strong (Hot Chicken Wings, Jalapeño & Cheese and Chilli & Lime) and new Max Double Crunch (Loaded Cheddar & Onion, Bold BBQ Rib and XXL Chicken & Chorizo) ranges.
The full Max family has also been given a packaging redesign unify the range and increase on-shelf standout.
A marketing campaign in February and March will support both the re-brand and NPD launch, spanning TV, out-of-home, social and PR activity.
For more information on Walkers products, telephone 0800 274 777 or complete the form on the Walkers trade website at countsformore.co.uk/contact-us.