Walkers has launched a BBQ Sauce variety of its Quavers brand alongside a new pack design.
The new variety has launched in Asda and convenience in multipack and £1.25 price-marked pack (PMP) formats. A grab bag format will be available in Tesco and Morrisons from 10 April.
It will expand even further from May onwards, the supplier says.
The launch comes as parent company PepsiCo has invested £24m into production capacity at Quavers’ Lincoln factory.
It is also in the wake of the relaunch of retro flavours including Prawn Cocktail and Salt & Vinegar in 2021, which the supplier says have reinvigorated the brand.
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Katherine Cook, Walkers Snacks marketing manager at PepsiCo, said: “We are pleased to reveal our refreshed packaging design for our Quavers brand, which aims to showcase how uniquely tasty, curly and light in texture our crisps are.
“What’s more, the launch of our new Quavers BBQ Sauce flavour taps into the nations’ love of novelty, meaty flavours, while remaining low in calories. The £24 million investment will help us to future-proof brand growth and help deliver more exciting innovations to our customers.”
The new launch and rebrand will be supported by outdoor, in-store and social media marketing.
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