Walkers is preparing for what is understood to be the largest snack launch for ten years in May.
Details of the launch of Sensations have been strictly guarded, but Design Week can reveal that Walkers is about to make its first move into the £237m premium adult snack market (Mintel 2000). The launch will be promoted with a multi-million pound advertising campaign starring Victoria Beckham and long time Walkers’ brand spokesman Gary Lineker.
The Sensations range is understood to have been packaged by Landor Associates, which has been Walkers’ consultancy of record since the 1994 UK launch of Doritos. However, the consultancy refuses to comment.
Sensations is aimed at the top end of the crisps sector, a very similar market to Kettle Chips and it is similarly priced. The product, which is a crunchier crisp, comes in five ‘grown up’ flavours, such as Thai sweet chilli. The packaging features product photography, which is highly unusual for snack products, and shows the ingredients for each flavour.
Walkers refuses to comment.