Walkers to extend key snack ranges

Walkers Snacks is planning an assault on the snacks market next year with the launch of a Doritos extension and new flavours for Sensations Oriental Crackers. The strategy is to move Walkers beyond its core crisp market.

Doritos Latinos are similar to traditional tortilla chips and are heavier than original Doritos. The corn snacks will come in two flavours and consumers will be encouraged to use them with other ingredients, such as melted cheese, rather than just with dips.

The snacks giant is also adding new flavours, such as black bean, to the Oriental Crackers range, which was launched earlier this year. It is expected to bring back the Sensations Nut Clusters as a limited edition seasonal product. The launch is expected to be supported with a heavyweight television campaign.

Walkers launched Doritos in the UK in May 1994 with a £6m advertising push. It aimed to broaden the corn snacks market from a niche to a mass-market product. It has already extended the range into the dipping segment with the launch of Doritos Dippas, which now has five flavour variants, and a range of jarred dips. Abbott Mead Vickers.BDDO handles the advertising for the existing Doritos range.

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