Crisp brand Wotsits, part of Golden Wonder, is to be sold to Walkers Snack Foods in a move that looks set to see advertising for the brand move from Bartle Bogle Hegarty (BBH) to Walker’s agency Abbott Mead Vickers.BBDO.
Bridgepoint Capital, the European private equity firm and major shareholder in Golden Wonder, agreed to the sale of the company on Monday, although it is subject to Office of Fair Trading approval.
The Golden Wonder crisps and snacks business is being sold to Longulf, owners of The Snack Factory, which makes own-label products. Under a separate arrangement, the Wotsits brand is to become part of the Walkers snack empire which includes brands such as Doritos, Lites and most recently Sensations.
BBH handles the advertising for Golden Wonder’s Wotsits and Nik Nak brands. It is not yet clear whether the advertising will be reviewed under the new owner, but insiders say the management does not intend to make any changes.
Ironically, the deal comes as Golden Wonder’s Goalden Balls and Walker’s Footballs fight it out in the children’s snack market. The snacks were both launched earlier this year to capitalise on the World Cup (MW January 10). However, Goalden Balls will also transfer to Walkers because it is part of the Wotsits brand.