25 Jan 2016 UK: PepsiCo launches Walkers ‘sharing’ crisps

PepsiCo has unveiled a new packaging format for its potato chips – a bag that transforms into a bowl for sharing.

PepsiCo said the packs would be ideal for “family and friends to open, share and enjoy straight from the pack”, citing Kantar Worldpanel data that showed 86% of UK households bought sharing packs of chips at least once a month across the year.

“We know the sharing segment is in growth, and by launching an innovative first for the category, we are helping to drive this growth,” said PepsiCo UK marketing director, Thomas Barkholt.

“The bag and bowl concept, accompanied by a thicker cut crisp, is set to drive incremental sales while establishing Walkers Tear ‘n’ Share as a credible brand for all sharing occasions,” he added.

The crisps are available in five variants: lightly salted, salt and malt vinegar, cheddar cheese and onion, sticky BBQ ribs and sweet chilli.

PepsiCo is supporting the launch with a new TV campaign, in-store shopper marketing and social media.