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Crinkles roll out

01 April, 2011
Page 42 

Walkers Crinkles is a new range of crinkle cut crisps launching this month.

They are available in three flavours in single 32g packs (simply sea salted, Cheddar & onion and salt & malt vinegar); but a sweet chilli variety is available in multipacks of six.

The launch will be backed by a multi-million pound marketing campaign, including TV advertising featuring Gary Lineker.

Walkers expects it to be the biggest category launch of the past five years. Walkers Extra Crunchy, introduced last year, was worth £6.2m after just 16 weeks.

Jon Kyle, PepsiCo impulse sales director, said: "Walkers Crinkles really does present a winning proposition for both consumers and retailers."

0118 930 6666

www.pepsico.co.uk