PepsiCo is targeting foodies with an upmarket Walkers snacks range that includes potato, tortilla and pitta chips.

On shelf from 23 June, Market Deli features stylish packaging - including block-bottomed bags on some lines - with a small black and white Walkers logo and the strapline ‘From the makers of Walkers’.

The packs flag up premium ingredients such as aged balsamic vinegar of Modena PGI and sundried tomatoes from the Manisa region in turkey.

The launch comes five years after Walkers launched super-premium Red Sky crisps, which did not carry the Walkers logo. Red Sky is now in limited distribution and being phased out.

Market Deli is primarily aimed at the over 45s. It is expected to sell at a premium over other Walkers products, with the sharing bags carrying an rsp of £2.39 and the potato chips also available in 40g single packs at 83p.

The range comprises four potato chip, two tortilla chip and two pitta chip variants.

While PepsiCo’s Doritos are corn-based, Market Deli tortilla chips also contain ancient grains such as millet and buckwheat. They had a more refined texture and irregular shape than most tortilla chips, said Walkers marketing director Thomas Barkholt, adding that the Market Deli potato chips were thicker than regular crisps, with “lots of crunch”.

The potato and tortilla chips are made at existing PepsiCo facilities, while the pitta chips are being produced by a third-party UK supplier.

“This is very much a premium product,” said Barkholt. “It was important for us to get the deli feel - a deli is a bit like a sweet shop for adults - and that is what we have tried to capture.”

The launch will be supported with TV ads - which will not feature Gary Lineker - and sampling activity.

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