Walkers is pushing evening snacking as a new category with a £10m spend behind its Doritos brand. The new initiative will focus on marketing chips and dips together, with the tagline dip in, chill out'. Doritos Dippas dipping chips have been upgraded with white corn and a new lime recipe has been added (rsps 175g £1.09, 300g £1.69). The new range of dips includes an ambient product, mild and hot Doritos Salsa Dips (£1.09) and a chilled range of Doritos Dippas made by St Ivel including Cheeky Chilli and Mature Cheddar & Onion (99p). It is also bringing out Max Naked (£1.09) and a Max Chilli Cheese Dip (£1.09). Walkers has invested £1m in fixtures that provide a merchandising solution for retailers to house the chips and dips together and that can be positioned beside relevant aisles such as videos or beers wines and spirits. Marketing support includes TV, press and poster ads and the extension of its movie sponsorship. It will also offer 1.5 million trial packs of single serve Dippas and dip together in a bag (rsp 79p). Caroline Diamond, marketing director, Doritos and Walkers Snacks, said this was the first occasion driven programme in salty snacks. l Walkers is also spending £2.5m on relaunching Cheetos. Bags will be 60% bigger, they will cost 27p (instead of being price marked at 15p) and there will be a free gift in every bag. {{P&P }}

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