Walkers to push ‘healthy’ Sensations pretzel range

Walkers Snacks is launching a range of pretzels under the Sensations umbrella, in a further concerted effort to increase the “healthy” appeal of the snacks brand.

The strategic shift is aimed at increasing the brand’s “better-for-you” portfolio.

It is understood that the pretzels, due to be launched in time for Christmas, will be supported by a significant marketing campaign emphasising their healthy credentials. Pretzels are generally healthier than potato snacks because they are baked, not fried.

The range will have at least two flavours: sea salt and black pepper, and roasted peppers. Industry observers expect it to be successful as it combines a “better-for-you” product and a premium brand, both of which are popular with consumers. It is thought to be the first time Walkers has sold pretzels in the UK.

The snacks category has been under pressure this year as consumers turn away from snacks that are high in fat and calories. It is thought that sales of some of the Sensations’ extensions have been affected by changes in consumer habits, while sales of “healthier products” such as Walkers Potato Heads have been strong.

The launch is in line with Walkers’ parent company PepsiCo’s policy of launching healthier products. Earlier this year it launched Potato Heads and Quaker Seasons as part of the company’s health and wellbeing strategy (MW October 14, 2004).

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