While market leader Walkers' 48.7% share of supermarket promotions is down slightly on last year, the brand's total number of promotions increased.

However, the recent launch of Crinkles, which are being heavily promoted in stores, would give a different snapshot showing Walkers' year-on-year percentage share also ahead, believes Kay Staniland of Assosia.

Pringles has been busy, too: "at one point it was doing buy-one-get-two-free in several supermarkets," says Staniland. Multibuy promotions , including bogof and x-for-y, accounted for almost half of offers in CSN. Snacks are an attractive promotional product because of the high volumes sold, according to Staniland.

But Mark Sugden at UB argues that this apparent simplicity in promotional styles hides an increasingly collaborative approach between retailers and brand owners, which takes in loyalty programmes and CSR such as voucher collection schemes.

Focus On Crisps, Nuts & Snacks

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