Walkers has announced the launch of six limited-edition flavours that reflect popular recipes from past decades, designed to coincide with the brand’s 70th anniversary.
The new range will roll out from March 18 in single packs (rrp £0.65 per 40g), six packs, 14 packs and 24 packs (rrp £1.50, £3 and £4 respectively).
The new flavours include Coronation Chicken (1950s), Roast Lamb & Mint (1960s), Cheese Fondue (1970s), Chicken Tikka Masala (1980s), BBQ Rib (1990s) and Sweet Chili (2000s).
The core Walkers range will also receive a new slogan, ‘Celebrating 70 years of the nation’s favourite’. The brand will support both ranges with two TV adverts, digital content and in-store activation throughout April.
Independent retailers will also benefit from the campaign with the launch of a new Walkers retailer competition. Those who register on www.countsformore.co.uk, and uploading an image of their Walkers 70th birthday displays in-store, will be in with a chance of winning a store make-over. The competition will run from April 3-27.
Rachel Holms, senior marketing director at brand owner PepsiCo, said: “We know that many convenience retailers are at the heart of their local community and their continued support has been vital in making Walkers the nation’s favourite crisps. This is an opportunity for the brand to say thank you, by offering retailers the opportunity to give something back and bring the community together.
“Our flavour campaigns have always been popular with shoppers and retailers benefit enormously from the buzz that they generate. We are confident that this campaign will similarly capture the hearts of the Great British Public.”