- Quavers is bringing back two iconic flavours: Prawn Cocktail and Salt & Vinegar
- Their return will be supported by a 360 media and in-store shopper marketing
- The launch opens a new sales opportunity for retailers by meeting increasing shopper demand for flavour variety
Quavers, the family favourite snack brand from Walkers, is bringing back two popular flavours to its line-up – Prawn Cocktail and Salt & Vinegar.
“Consumers were crying out for us to bring them back via formal petitions and social media pleas,” explains Will Robinson, Portfolio Lead for Walkers Snacks at PepsiCo. “They originally launched in the 90s and we’re really excited to announce that both flavours will be available again across all channels – alongside the flagship cheese flavour – from Monday, 10th January.
“Quavers is a huge family favourite, however for a long time has only been available in cheese flavour. Yet, 95% of shoppers in this segment* buy more than one flavour each year[1], and 56% buy six or more[2], so we know that ‘flavour choice’ is important to shoppers. These returning flavours are sure to capture the attention of the nation.
“Our focus for 2021 is to bring fun back. Walkers is known for humour and, more than ever, people need some relief, particularly against the backdrop of 2020,” Robinson continues. “If it doesn’t create smiles, it’s not a Walkers campaign. It has to bring joy to the nation and get everyone talking, whilst creating a long-lasting connection with our brand. This is epitomised with the inclusion of Quavers on Channel 4’s Snackmasters in December, where chefs were challenged to re-create the iconic delicate snack.”
Both variants will be available in grab-bag, £1 RRP price-marked-pack, sharing and multipack formats to suit different occasions.
Walkers will be supporting the returning launch with a multi-touchpoint marketing campaign kicking off from 15th January and running until the end of March including in-store shopper marketing, digital and TV.
[1] Kantar, WPO, Number of Flavours Purchased annually within Extruded Snacks Category, 2020
[2] Kantar, WPO, Number of Flavours Purchased annually within Extruded Snacks Category, 2020
*”Extruded” segment within savoury snacks category
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