Walkers has partnered with seven independent sandwich shops across the UK to launch ‘Walkers Sandwich Shops’, running for this week only.
Located across the UK in Brighton, Glasgow, Liverpool, London, Newcastle, Norwich and Reading, the shops feature a unique ‘#CrispIN Sandwich Menu’ of seven one-of-a-kind crisp sandwich creations.
The move forms the latest chapter of the #CrispIN campaign spearheaded by the crisp brand, following two years of debate about how crisps and sandwiches should be eaten together – inside the sandwich, or on the side.
Each shop has created their own bespoke sandwich, including one by London-based ‘sandwich guru’, and Max’s Sandwich Shop owner, Max Halley. Gary Lineker, brand ambassador for Walkers, also got involved in the marketing for the new stores.
The UK crisp label has brought a wide pool of snack brands into the debate, with the lunchtime menu featuring sandwich combinations that include Quavers, Wotsits, French Fries and Monster Munch, as well as classic Walkers crisps.
Subscribe to Grocery Gazette for free
Sign up here to get the latest grocery and food news each morning
Some of the menu items include ‘Max’s Mighty Monster Munch’ sandwich’, ‘The Chicken Tikka Wotsits Sandwich’, and ‘The Ultimate BBQ Chicken’ with Quavers, among several other original creations from around the country.
According to recent research from the snack brand, 98% of UK adults believe that crisps make sandwiches better, but just over a third (34%) prefer them on the side, versus 27% who prefer to eat their crisps inside their sandwich.
Halley said: “For me, a well-applied crisp makes a good sandwich great, and a great sandwich extraordinary, and it doesn’t get more extraordinary than the #CrispIN menu that we’ve curated for the Walkers Sandwich Shops.
“I urge any fellow fans – or even the #CrispOUT people yet to be converted – to head down to their nearest shop and give them a try.
“These creations might just change their mind! But if that isn’t possible, we’ve released the recipes, so that everyone can enjoy a taste of the action.”
Walkers marketing manager Philippa Pennington commented: “Last year the residents of Sandwich voted ‘Crisp In’ as the winning combination, but this year we’re widening the debate to showcase the wide range of crisp and sandwich combinations – from classic Walkers crisps through to Wotsits and Monster Munch.
“With Walkers Sandwich Shops located across the UK, we’re calling on people to head to their nearest shop, taste the sandwiches and have their say online by sharing their favourite combination from the menu, or favourite crisps to enjoy in a sandwich – whether that’s Wotsits, Monster Munch, Quavers, or classic Walkers.”
Last month, Walkers revealed it had moved closer to achieving its goal of reducing the levels of fat, salt and sugar in its portfolio, as 30% of sales are now from healthier snacks.
