Walkers is taking its 3D's brand out from under the Doritos banner to link it more closely with impulse snack products. The brand also gets new recipes, revamped packaging and new flavour names. Trade marketing manager Cath Painter said 3D's was a different snacking proposition from the Doritos range, which had become closely associated with evening snacking, sharing and dipping thanks to the Friendchips ad campaign launched last year. "By rebranding 3D's under the Walkers snacks umbrella, we are linking them with Quavers, French Fries and Monster Munch," she added. Painter claimed a similar relaunch last year for former Smiths brand Square Crisps as Walkers Squares had produced 99% growth. {{P&P }}

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