Walkers is extending its Heads brand with the launch of Cheese Heads, a healthier baked snack with no artificial colours, flavours or preservatives.

The new product follows the success of the Potato Heads brand, launched in January 2005, and is also intended to appeal to mums looking for healthier snacks for their kids. Available in cheese and cheese & onion flavours, Cheese Heads contain 70% less saturated fat than competitors and have performed well in trials.

The range has a new Heads character to represent it and is backed by a £3.5m advertising campaign.

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