Golden Wonder is relaunching its range of crisps in a bid to make them the number one brand in Scotland and Northern Ireland.

The company has splashed out £2m in product development – the biggest single investment in Golden Wonder’s history – while a £1.5m media spend supports the brand in Scotland and Northern Ireland.

Golden Wonder crisps have been given an improved texture, appearance and aroma.

The crisps are also now cooked using sunflower oil, reducing the levels of saturated fat.

New packaging is designed to increase on-shelf stand-out, while multipack sizes have been changed to six, 10, 20 and 30, so consumers can easily calculate price per pack.

Flavours remain unchanged, with Cheese & Onion, Salt & Vinegar, Ready Salted, Tomato Ketchup, Sausage & Tomato, Smokey Bacon, Pickled Onion, Roast Chicken, and Prawn Cocktail – and rrp is still 27p Media support in Scotland and Northern Ireland includes TV, outdoor and radio advertising. Support in England and Wales will not be rolled out until distribution in these regions is increased.

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