Walkers Crinkles to launch in April

PepsiCo is to launch of a range of crinkle-cut Walkers Crisps in the UK in April, available in four flavours – Simply Sea Salted, Cheddar & Onion, Salt & Malt Vinegar and Sweet Chilli.

The company says it expects it be to the biggest category launch of the last five years.. Jon Kyle, PepsiCo impulse sales director says, “Walkers Crinkles presents a significant incremental sales opportunity for retailers. If you look at other markets, crinkle-cut is an underdeveloped opportunity in the UK. By leveraging the category’s number one brand, we believe we can step-change the growth of crinkle-cut crisps. As the second most impulsive category, following the key principles of right range, right display and right value is fundamental to having the edge when it comes to sales.”

Walkers Crinkles are available in 32g single serve packs (Simply Sea Salted, Cheddar & Onion, Salt & Malt Vinegar) at 43p and multipacks (all single flavour variants, Sweet Chilli and Variety) from £1.59.