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