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Pepsico invests in baked crisps range
Pepsico has taken another step to make its products healthier with its latest launch Walkers Baked.
Walkers Baked contains 70% less saturated fat than regular Walkers crisps. Targeting simple health consumers predominately men aged 24-35 years old who want a healthier eat without sacrificing taste and who do not buy into dieting Walkers Baked is an alternative to Potato Heads and Walkers Lites.
John Goldstone, VP of marketing at Walkers, says the launch is in response to consumers growing concerns about health and wellbeing. He says for the first time in years the snacking category has gone back into growth driven by work on Walkers crisps.
Pepsico has invested £15m to produce the baked crisps and will spend £6m supporting the brand during its first year.
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