New Walkers Max Strong is a range of ridged crisps in spicy flavours to deliver maximum flavour. Intended to appeal to beer drinkers, Walkers hopes the launch will help retailers drive cross-category purchases. Research reveals that savoury snacks feature in only 15% of beer occasions, with half of these being crisps. With this launch, Walkers hopes to help retailers to add incremental growth to the savoury snacking category.

There are three fiery flavours across a heat spectrum ranging from medium to extra hot Chilli & Lime, Hot Chicken Wings and Jalapeño & Cheese. All are available in sharing bags (150g, rrp £1.99) and grab bags (50g, rrp 80p). There will also be a Jalapeño & Cheese clip strip bag (90g, rrp £1), which will launch from mid-March, for retailers to use in the beers, wines and spirits aisle.

Distinctive packaging highlights Walkers Max Strong’s relevance for beer lovers, and the launch will be supported with a marketing campaign including TV, digital and sampling. There will also be pos material including free-standing display units and counter-top units.

Rachel Holms, Walkers senior marketing director at PepsiCo, said: "The new proposition will pose a great opportunity this summer, offering retailers an innovative snack for consumers to enjoy during upcoming sporting events."

0118 930 6666