Forecourt Trader - 30 years at the heart of the fuel retailing community

Baked potato bags

02 October, 2006
Page 76 
Walkers is spending 21m on the launch of its latest healthier snack, Walkers Baked. The new low-fat product is aimed at consumers who wouldn't buy a diet brand, particularly men in their 20s and 30s.
Each 25g bag contains less than 100 calories and 70% less fat than regular Walkers crisps.Made from potato flakes and baked instead of fried, Walkers says it has invested £15m in the research and development of the product.The company is backing the launch with a 6m marketing campaign, including a new TV ad starring Gary Lineker.It is available in the three classic flavours, ready salted, salt & vinegar and cheese & onion. Jon Goldstone, Walkers vice president of marketing, says: "We are doing everything we can to make our products as healthy as possible while ensuring they live up to 'no compromise on taste'. We have made a huge investment to introduce this to the market and look forward to seeing it establish itself."01189 306666



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