PepsiCo reckons new Walkers Deep Ridged crisps are set to unlock "epic sales" for independent retailers. The 8mm ridges are twice as deep as other ridged crisps and are made with a global patent to unlock "massive flavour and crunch for the ultimate snacking experience".

Available later this month, PepsiCo says Walkers Deep Ridged got the best-ever new product results when tested on consumers.

There are three flavours: flame grilled steak, mature Cheddar & onion and salt & malt vinegar.

The launch is supported by Walkers’ biggest-ever new product marketing investment, which includes TV advertising featuring Gary Lineker as well as digital, social media and outdoor activity.

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