Wotsits has unveiled a range of chilled ready meals inspired by its cheesy snacks.
Three macaroni and cheese meals – Really Cheesy, Sweet & Spicy, and Flamin’ Hot (rsp: £4/400g) – have hit Tesco, and will roll out more widely later in the year.
They were developed by Wotsits owner PepsiCo, working in partnership with Samworth Brothers Group Meals division and Lean Kitchen Network.
The range would tap the growing demand for convenient and tasty meal solutions, with branded ready meals seeing a 7% year-on-year increase, according to Kantar data [52 w/e February 2025].
Wotsits, a “household favourite for decades, worth £180m in value sales”, was “perfectly placed to cater to this desire”, said PepsiCo [NIQ 52 w/e 5 April 2025].
The range was designed to appeal to “a younger, more diverse demographic, helping to bring new shoppers into the category and spark impulse purchases in a traditionally older-skewing market”, it added.
“Launching Wotsits Mac ‘n’ Cheese marks a significant milestone for our brand,” said Walkers Snacks senior marketing director Wayne Newton.
“It’s the first time we’ve taken the much-loved Wotsits taste beyond the crisp aisle, allowing shoppers to experience it in an entirely new format.”
Seamus McCabe, category commercial director for meals at Samworth Brothers Group, added: “There’s a huge opportunity to challenge the norm in the meals category.
“The category is primed for innovation, and we believe Wotsits Mac ‘n’ Cheese is the perfect recipe to shake things up.”
PepsiCo, Samworth Brothers and Lean Kitchen Network will work together on digital and influencer activations and shopper marketing support to back the launch.
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