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Walkers introduces taste pledge across ‘Better For You’ ranges

John Wood ·

Walkers has launched its first taste guarantee promotion across its ‘Better For You’ ranges, to help retailers drive sales and tackle the misconceptions regarding taste in the segment.

The ‘Better For You’ portfolio covers a range of PepsiCo products including reduced fat, wholegrain and corn snacks. The ‘Taste Us. Love Us.’ campaign demonstrates Walkers’ confidence in its range which comprises Snack-A-Jacks, Sunbites and Walkers Oven Baked.

Michal Iwasyszyn, marketing manager for the Better For You portfolio at PepsiCo UK, commented: “We know that shoppers’ number one concern when choosing smarter snacks is the perceived taste, but as soon as people taste our products, the repeat purchase rate is phenomenal. For example, the repeat purchase rate for Sunbites is 54%. Snack-A-Jacks, Sunbites and Walkers Oven Baked are all great tasting so we have no doubt that this campaign will be a real success for retailers.”

The packs will include a distinctive flash to stand-out on shelf, stating: ‘Great taste guarantee, or your money back.’

The campaign, a first for Walkers, will run across the three brands for the whole of 2019 and will be supported with a full marketing plan including, TV support, influencer campaign, digital, on pack flash, sampling and in-store stackers and POS to land the messaging across all consumer touchpoints.

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Weekly retail fuel prices: 19 August 2019
RegionDieselLPGSuper ULUL
East132.5364.57140.16129.06
East Midlands132.1066.40141.37129.07
London131.85141.85129.52
North East130.85144.25128.58
North West131.60139.66128.82
Northern Ireland129.13134.50126.35
Scotland131.8363.30140.01129.04
South East132.8662.50141.62129.81
South West132.24138.89129.06
Wales131.09138.10128.06
West Midlands131.8660.90141.24128.98
Yorkshire & Humber131.40140.49128.65

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