Walkers Crisps has unleashed a pound;20m relaunch of its core range following a reduction in fat and salt content.
The crisps will contain 70% less saturated fat than in 2005, due to use of a new Sunseed oil, meaning one packet contains less than a gram of saturated fat, which is the same as half a chocolate digestive. The level of salt has also been reduced meaning that one pack contains just half a gram of salt, the same as a slice of bread.
These changes will be supported by a pound;20m marketing campaign including new television advertising featuring Gary Lineker from March 1, press advertising, and posters. Leaflets explaining the changes are being sent to over three million households in the UK.
In addition to the changes to the formulation three new flavours are being launched; Spicy Chilli, Lamb Mint, and Cheddar Cheese.
At the same time the Worcester Sauce, Heinz Tomato Ketchup and Pickled Onion flavours will be withdrawn in England and Wales, but in Scotland only Worcester Sauce will be withdrawn.
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