Walkers is launching a new non-HFSS crisp range “with nearly half the salt” of its standard offering.
Walkers 45% Less Salt crisp range is set to come out later this month and comes in three flavours, Mild Cheese & Onion, Lightly Salted and A Dash of Salt & Vinegar.
The launch is the crisp brand’s first fully non-HFSS range and comes as part of Pepsico Positive, the company’s health and sustainability transformation plan.
According to the business, the new product has “performed strongly” in consumer taste testing as eight out of 10 consumers stated the Mild Cheese and Onion “exceeded expectations”.
“With lower salt alternatives now reaching over 70% of UK households, we know consumers are always looking for great-tasting options,” Walkers senior marketing manager Rachael Smith said.
“We firmly believe that this choice should never come at the expense of delicious flavour and with our new range, we’re on a mission to prove that less salt is unexpectedly tasty.
“Our latest launch answers the demands of shoppers, whilst helping retailers to capitalise on a growing consumer trend.”
The launch will be supported with a multimillion campaign across in-store activations, TV and digital advertising.