Walkers to ditch Sun Dog brand

Walkers Snack Foods is to shelve its Sun Dog cheese-flavoured popcorn brand only a year after its launch.

A Walkers spokeswoman confirms the savoury snack brand, which is handled by roster advertising agency Abbott Mead Vickers. BBDO, is likely to be ditched in the first quarter of next year.

The spokeswoman adds: “Sun Dog is still in production for the time being. But a decision to withdraw it is being discussed and that could happen in the first quarter of next year.

“Walkers has only been producing Sun Dog since March, but cheese popcorn is obviously a niche market,” she says.

Sun Dog was Walkers’ first foray outside its core crisps business in an attempt to tap into the £66m UK popcorn market.

An official statement from the company says: “Sun Dog neither has been nor is about to be delisted in the immediate future.”

But an industry source says: “Walkers is killing off Sun Dog because it has been a flop. It was launched as a healthy snack for kids, but it never caught on.”

Cheese puff snack Cheetos, which was launched in May last year (MW May 14, 1998), is also facing scrutiny from within the company.

The Walkers spokeswoman says: “Possibilities of a future Cheeto’s advertising campaign are also under discussion, but it may be held back to see how the product performs and whether a new push would be worthwhile.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here