Walkers spieces up vegetable chips segment with new range – supported by TV campaign featuring The Spice Girls

Walkers is launching brand new Oven Baked with Veg, to help retailers capitalise on the growing savoury snacks category (+6.9%[1]). The new range contains two delicious flavours, both of which pack a spicy punch: Beetroot & Sweet Chilli, and Sweet Potato & Paprika.

The wheat, potato and vegetable snacks will be backed with significant TV support alongside the rest of the Oven Baked range in a brand new creative featuring the Spice Girls in a continuation of the partnership between Walkers and the British icons.

There is a growing popularity for vegetable chips, however the nation’s favourite crisp brand[2] has identified a gap in the market for those that are lower in fat, but still enjoyable to eat. To reinforce the great taste of Walkers Oven Baked with Veg, which contains 40% less fat than regular vegetable chips, the Taste Us. Love Us. money back guarantee will run across the whole range.

Helen Strachan, Brand Manager at Walkers, comments: “There are common misconceptions about vegetable chips but our innovation, although lower in fat, doesn’t compromise on taste. We are confident that the new range will be a success and are heavily supporting the launch with a new ad campaign with the Spice Girls, meaning it will be front of mind with shoppers therefore helping drive sales for retailers during a key period for the savoury snacks category.”

The new Walkers Oven Baked with Veg is available in two flavours, across single serve (35g), multipack (6 x 23g) and sharing bags (140g).

[1] Kantar & Nielsen

[2] Based on Total UK Sales data. Walkers were the best-selling crisps brand as recorded by Nielsen (52 Weeks date to 11.05.19) excluding ROI