Walkers to launch crisp and nut brand

Nobbys range will carry no Walkers branding and aims to rival McCoy’s and KP pub snacks

PepsiCo-owned Walkers Snacks is planning to launch a new sub-brand without the Walkers branding for the first time. The new brand, called Nobbys, is a range of crisps and nuts to rival market leaders McCoy’s crisps and KP nuts.

It is understood that the company is keen to keep the launch “under the radar” at the moment, because it is uncertain whether its previous failure in the pub snack market was due to the Walkers branding on its range of salted snacks. Nobbys is likely to be supported by a marketing campaign at a later date.

The launch, due in spring, will attempt to break into the pub market. It is understood that it will be rolled out across major retailers if it successful. According to TNS Data, the original Walkers crisps range was worth £265m, with Sensations worth a further £40m, in June last year.

Nobbys crinkle-cut crisps will be available in two different flavours and the nuts will come in salted and dry roasted varieties. The brand is already available in Australia under the Smiths portfolio, which is part of PepsiCo’s international snacks division Frito-Lay. It consists of a range of nuts and beef jerky.

Walkers has also launched its range of special-edition flavours for this year’s Comic Relief. The Crisp and Snack Swap range includes flavours such as cheese and pickle and bacon and tomato ketchup. Walkers will donate money from all sales to the charity fund (MW October 21, 2004).

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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