Walkers is aiming to inject multi-sensory excitement into the savoury snacks category this year by re-positioning its Sensations range.
The new positioning of “Sensations. A Feast For The Senses” will be supported with new products, new packaging and investment behind a new TV advert and experiential and digital communications campaigns.
This month Sensations will kick start this journey by expanding its range with the launch of three new flavours. Japanese Sweet Wasabi & Ginger flavour and Chargrilled Steak & Chimichurri flavour will be added to the crisp range (150g packs), and Mango & Red Chilli Chutney flavour will be added to the poppadom range (82.5g packs).
Andrew Hawkswell, marketing manager at PepsiCo, commented: “We know shoppers love Sensations, with over 50% purchasing again, so it is important that we keep them interested by bringing them a brand that feels premium, modern and exciting. The brand is one of the stars in the Walkers portfolio and we’re seeing impressive growth as more shoppers choose Sensations.
“These exotic flavours are not only new and interesting, but also perfectly timed for the summer period, enabling retailers to capitalise on shoppers searching for flavours inspired by exotic places. We’re confident this extension to the range will prove popular with shoppers looking for a premium and flavoursome snack offering.”
Sensations is also being supported with TV advertising and digital activations as part of a wider marketing campaign to further establish the brand in the savoury snacks category.