Monty Panesar is spearheading the introduction of Walkers Chilli Lemon flavour crisps.
Panesar is the first Sikh to play cricket for England and he will be introducing the new flavour which is designed to appeal to the UK’s South Asian communities.
Jon Goldstone, vice president of Walkers Marketing, said: “This is our first flavour developed specifically for the tastes of the Asian market. Chilli Lemon flavour is already a favourite within the Asian community.”
The marketing campaign will include advertising on Sunrise radio, a presence at the Asian Lifestyle Show and other activities that will focus on the South Asian community’s love of cricket.”
The new flavour will initially be launched in Bestway and features ‘new’, written in both English and Hindi, flashed across the pack.
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