PepsiCo is aiming for the biggest launch the UK crisp category in ten years with the latest addition to its portfolio - Walkers Deep Ridged.
The company's bold claim came as it announced it had developed a product it said "unlocks massive flavour and crunch".
Senior brand manager Adam Warner said PepsiCo had a "proven track record" of growing the category with its NPD work on Walkers.
He pointed to last year's launch of Walkers Crinkles, a brand he said was now worth GBP54m. Over half of those sales had been "incremental" to the category, he added.
"New Walkers Deep Ridged is made with a global patent to make the deepest ridges in the market. Not only that, but when we tested the product with consumers, new Walkers Deep Ridged got the best ever new product results," he said.
The crisps come in four flavours and will go on sale next month. Taste seems central to the new product; PepsiCo's healthier snacks in the UK have had a mixed record. The company admitted last July sales of healthier baked snacks under its Walkers brand had not taken off to the extent the company hoped.
