Warburtons Chippidy-DooDaa and Snacka-Doodle
Launched: March 2010
Warburtons surprised the industry with its move into snacks. ChippidyDooDaa, a pitta snack, and SnackaDoodle, a wholegrain bread snack, are intended to offer a healthier alternative to standard crisps.
ChippidyDooDaa (rsp: 64p for 40g) contains 60% less fat than standard crisps while SnackaDoodle (rsp: 53p for 20g) is 70% wholegrain. There are big hopes for the launch, which will be receiving a £1m marketing push this summer.
KP Jumbo peanuts
Launched: March 2010
The brand's largest-ever peanut variant was launched in March after UB research found consumers perceived jumbo peanuts to be higher quality than their standard-sized cousins. The range is available in Salted, Salt & Vinegar and Spicy Chilli, and a new flavour to KP Salt & Pepper.
Bag sizes vary from the 50g 'pubcard' size (rsp: 63p) to 200g (rsp: £1.60). Jumbo has already hit sales of £679,527, while the core KP peanuts range is worth £37.5m, with sales up 7.5% year-on-year [IRI 52w/e 17 April].
Walkers Flavour Cup
Launched: May 2010
Fifteen flavours, but only one winner. The Flavour Cup, which pits quirky 'international' flavours such as Italian Spaghetti Bolognese, Australian BBQ Kangaroo and Brazilian Salsa against each other, aims to engage consumers in a similar way as Do Us A Flavour did. Consumers can vote for their favourite on Walkers' website, join a fan club and upload a video or photo that illustrates their passion for their favourite.
The best entry for each flavour wins £10,000. Walkers says Flavour Cup has more fans than Do Us A Flavour did at this stage.
Burts/Hairy Bikers
Launched: May 2010
The Hairy Bikers are big crisp eaters, claims Burts director Jonty White. So, naturally, he was thrilled when TV stars David Myers and Simon King chose his company to work with on a new range of premium crisps. The 150g bag range, with an rsp of £1.75, comes in four flavours, including Prosciutto & Blue Cheese and Chicken Tom Yum, and is hitting 266 Waitroses this month.
"One of the other major multiples has said they like it, so it's pretty much given it will appear elsewhere," says White. "We will consider impulse bags and multipacks at a later stage."
Focus On Crisps, Nuts & Snacks
Launched: March 2010
Warburtons surprised the industry with its move into snacks. ChippidyDooDaa, a pitta snack, and SnackaDoodle, a wholegrain bread snack, are intended to offer a healthier alternative to standard crisps.
ChippidyDooDaa (rsp: 64p for 40g) contains 60% less fat than standard crisps while SnackaDoodle (rsp: 53p for 20g) is 70% wholegrain. There are big hopes for the launch, which will be receiving a £1m marketing push this summer.
KP Jumbo peanuts
Launched: March 2010
The brand's largest-ever peanut variant was launched in March after UB research found consumers perceived jumbo peanuts to be higher quality than their standard-sized cousins. The range is available in Salted, Salt & Vinegar and Spicy Chilli, and a new flavour to KP Salt & Pepper.
Bag sizes vary from the 50g 'pubcard' size (rsp: 63p) to 200g (rsp: £1.60). Jumbo has already hit sales of £679,527, while the core KP peanuts range is worth £37.5m, with sales up 7.5% year-on-year [IRI 52w/e 17 April].
Walkers Flavour Cup
Launched: May 2010
Fifteen flavours, but only one winner. The Flavour Cup, which pits quirky 'international' flavours such as Italian Spaghetti Bolognese, Australian BBQ Kangaroo and Brazilian Salsa against each other, aims to engage consumers in a similar way as Do Us A Flavour did. Consumers can vote for their favourite on Walkers' website, join a fan club and upload a video or photo that illustrates their passion for their favourite.
The best entry for each flavour wins £10,000. Walkers says Flavour Cup has more fans than Do Us A Flavour did at this stage.
Burts/Hairy Bikers
Launched: May 2010
The Hairy Bikers are big crisp eaters, claims Burts director Jonty White. So, naturally, he was thrilled when TV stars David Myers and Simon King chose his company to work with on a new range of premium crisps. The 150g bag range, with an rsp of £1.75, comes in four flavours, including Prosciutto & Blue Cheese and Chicken Tom Yum, and is hitting 266 Waitroses this month.
"One of the other major multiples has said they like it, so it's pretty much given it will appear elsewhere," says White. "We will consider impulse bags and multipacks at a later stage."
Focus On Crisps, Nuts & Snacks
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