• Walkers is updating its crisps and snacks range strategy, adapting to changing shopper habits in Symbols and Independent stores.
  • Walkers new category strategy can help retailers grow their savoury snack sales by up to +46% more per week[1] 

Walkers has updated its range of bestselling crisps and snacks SKUs in Symbols and Independents, now known as the HERO 25 range. This will include a greater focus on £1 RRP PMP lines among singles and multipack products, focusing on the right products in the right segments for retailers, shoppers and consumers.

Guy Harvey, Impulse Category Director for PepsiCo, commented: “2020 saw a number of major changes to how people shop in the Impulse channel, many of which still remain relevant today. Shoppers are continuing to look for larger pack formats across £1 RRP PMP, bigger bag sharing and multipacks. It was therefore a no-brainer to evolve our recommended range of core bestsellers. We wanted to ensure retailers are maximising crisp and snacks sales by encouraging them to stock the formats and flavours that shoppers demand the most.”

Walkers has also launched an additional element to their recommended ranging strategy, the DRIVE 25 range. This targeted range, for medium and larger stores, offers greater choice and breadth to shoppers, focusing on a prioritised list of 25 products. These lines offer retailers the ability to tailor their range needs either by offering new news through innovation or by offering additional packs in the best performing segments like £1 RRP PMP.

“Shoppers are demanding a greater range of products from their convenience stores[2], something that we’ve seen over the last year with 54% of shoppers now using a convenience store every week[3],” Harvey continues. “The new DRIVE 25 range offers a tailored approach to ensure retailers add breath and excitement to their range with the right products that will lead to strong sales, if they have the space available. We want to work collaboratively with retailers to create an optimal range of bestsellers, supplemented with the right choice and breadth to meet our shoppers needs.”

The HERO 25 and DRIVE 25 ranges include bestsellers that make up 35% of crisp and snacks sales in Symbols and Independents and will roll out form 8th February 2021.[4] Walkers will also be offering a number of rewards through the *shopt app, focused on HERO 25 and DRIVE 25 ranges.

[1] Nielsen Indies & Symbols data 12wks to 17.10.20

[2] Lumina Intelligence Channel Pulse Survey 2020

[3] Lumina Intelligence Channel Pulse Survey 2020

[4] Nielsen Indies & Symbols data 12wks to 17.10.20

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