Walkers unveils Nobby’s launch to rival Peperami

Walkers Snacks is gearing up for a major assault on Unilever-owned meat snack Peperami with the launch of a beef jerky product under its Nobby’s brand.

The beef jerky range is expected to be launched early next year, and will have three variants including hot and spicy. It will be positioned as a “better-for-you snack” as it is made from strips of pure beef. It is understood that Walkers will use the product’s healthier credentials to battle against Peperami.

It is understood that Nobby’s Beef Jerky will launch first in pubs and then be rolled out to convenience stores. It will mainly target male consumers. The launch, which is the brand’s first major extension, mirrors the strategy Walkers used for Nobby’s crisps and nuts, introduced at the start of the year (MW February 3).

Industry insiders expect the range to be supported as part of a second wave of advertising for the full Nobby’s range. The launch campaign for the Nobby’s crisps and nuts range, created by Abbott Mead Vickers.BBDO, featured Slade singer Noddy Holder.

The assault on Peperami comes as Unilever battles to reinvigorate the brand. Last year, it overhauled Peperami, launching five new variants in an effort to invigorate sales. It also brought back the “It’s a bit of an animal” campaign to support the relaunch (MW August 12, 2004). Earlier this year, Unilever extended the brand into a new category with the launch of Peperami Noodles.

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