Walkers has teamed up with Heinz to launch three new limited-edition crisp flavours inspired by popular British sandwich fillings.
The new varieties—Sausage Sarnie with Heinz Tomato Ketchup, Cheese Toastie with Heinz Baked Beanz, and Roast Chicken with Heinz Mayonnaise—will be available from 12 August.
These new crisps are non-HFSS (not high in fat, salt, or sugar) and aim to add variety to lunchtime options for consumers.
The launch coincides with the fourth year of Walkers’ ‘CrispIN vs CrispOUT’ campaign, which encourages debate about the inclusion of crisps in sandwiches. The campaign is designed to help retailers capitalise on lunchtime sales by offering unique flavour combinations endorsed by Heinz.
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Crisps remain a popular snack choice, with cheese and meat flavours performing particularly well, growing by 11% and 21% respectively across the savoury snacks category.
Stephanie Herbert, senior marketing manager at Walkers, expressed excitement about the partnership with Heinz, highlighting the potential for retailers to boost lunchtime sales with these options.
The new flavours will be available in various formats, including a 45g grab bag for £1, a 70g price-marked pack for £1.25, and a five-pack multipack for £1.65.
The launch will be supported by a 13-week, multi-million-pound ‘CrispIN vs CrispOUT’ marketing campaign, featuring TV, digital, social, and in-store promotions.
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