Walkers is launching a new proposition aimed at social sharing occasions.

Intended to appeal to beer lovers, Walkers Max Strong is a new range of ridged crisps in spicy flavours to deliver maximum flavour and help retailers drive cross-category purchases.

Walkers Max Strong will be available in three fiery flavours across a heat spectrum ranging from medium to extra hot – Chilli & Lime, Hot Chicken Wings and Jalapeño & Cheese.

All flavours will be available in a Sharing Bag (150g, RRP: £1.99) and Grab Bag format (50g, RRP: £0.80).

There will also be one Jalapeño & Cheese Clip Strip Bag (90g, RRP: £1.00) which will launch from mid-March, aimed at the beers, wines and spirits aisle.

Rachel Holms, Walkers senior marketing drector at PepsiCo, commented: “We are seeing an increase in social occasions, and while savoury snacks are playing an increasingly important role, there is no mainstream ‘perfect snack’ for this occasion.

“We saw this as an untapped opportunity in the market and have created Walkers Max Strong to complement beer, to answer this demand for a perfect snack to accompany a pint. The new proposition will also pose a great opportunity this summer, offering retailers an innovative snack for consumers to enjoy during upcoming sporting events.

“It is no surprise that beer and snacks can play a role when it comes to social sharing, with over fifteen million weekly beer occasions taking place in the UK, with crisps being well-placed given existing consumption moments. We know our consumers feel passionately about the indulgent taste of Walkers Max, so we’re really confident that with the introduction of new flavours, which have been carefully chosen to match with types of beer, the range will be a success.”

The launch will be supported with an impactful marketing campaign, crossing TV, digital and sampling. Retailers and pubs alike will be able to get hold of POS materials including FSDUs, counter top units and clip strips which will enable them to fulfil merchandising in their beer, wine and spirits areas.