Walkers is taking on Kettle and Burts Chips - and defying the recession - with a new range of super-premium crisps.

In an effort to create a standalone brand, Walkers has omitted its name and logo from Red Sky Potato Chips. On pack, it emphasises the ‘100% natural’ ingredients used in the crisps, which Walkers claimed were made using a unique frying process that gave them a crunchier, less oily taste.

Testing the theory that shoppers will remain loyal to premium during the recession, Walkers has given 150g sharing bags of Red Sky Chips an rsp of £1.79, 24p more than a comparable bag from premium crisp market leader Kettle Chips. Its 40g bag costs 59p compared with Kettle’s 53p.

The range, which hits shelves this month, is available in four flavours: Roasted Red Peppers & Lime, West Country Bacon & Cream Cheese, Sour Cream & Green Herbs and Anglesey Sea Salt.

Packs carry the strapline ‘Nature’s promise of a good day’. The brand is also trying to boost its ethical credentials having struck a partnership with rainforest charity Cool Earth to ensure a patch of endangered rainforest is protected for every bag sold.

Jonty White, director of Burts Chip, said Walkers had not used its logo because it had “no credibility in making top-quality crisps and wanted to distance Red Sky from the mainstream-focused Walkers brand”.

Ian Ellington, Walkers vice president of marketing, confirmed Red Sky was being positioned as a standalone brand. “However, it will have all the support of the Walkers business and will be mentioned on our website,” he said.

He dismissed suggestions Red Sky would cannibalise sales of existing premium offering Sensations, which was given an upmarket revamp last month.

“The two brands are highly complementary within our sharing portfolio and Red Sky will be an incremental opportunity for retailers as it taps into a key trend around natural,” he said.

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