Walkers Snacks is splashing out £10m in the first 12 weeks of 2004 to relaunch its core crisp range.

As the company’s biggest ever investment, the revamp includes a brand logo redesign, new packaging, additional pack variations and the introduction of two improved flavours.

Cheese & onion, which is the nation’s favourite crisp flavour, and beef & onion, both have a new recipe, and the Big Eat range will get a new look in line with the standard line. Currently 50 per cent of big bag sales go through forecourts.

Walkers will also be introducing a scoop case that allows retailers to merchandise the crisps in their own outer.

An ad campaign worth £3m features Gary Lineker and two celebrity friends, who are yet to be named. The TV ad breaks towards the end of February, and the relaunched Walkers products will be available at the end of January.

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