Walkers Snacks is planning to fight back against UB-owned Mini Cheddars with the launch of Walkers Cheese Heads early next year. The product will be positioned as a healthier version of the cheese biscuit snack.
The Cheese Heads, which will be aimed at children, will have 70 per cent less saturated fat than ordinary baked snacks, and will also contain no artificial flavourings, preservatives or colourings.
The range, which is an extension to the Potato Heads line launched earlier this year, will be supported by significant advertising, including a TV campaign.
An industry insider says that he expects the range will “really knock” the popularity of Mini Cheddars because of its healthier positioning.