Walkers plans premium crisp line Redsky

by Gemma Charles, Marketing 09-Dec-08, 11:50

LONDON - Walkers is planning a major assault on Kettle Chips with the launch of an upmarket crisp brand, called Redsky, next year.

The brand is set to launch in March on the back of a multi-million-pound ad campaign, understood to include TV.

The roll-out signals the start of a battle in the premium crisp category as it coincides with a repositioning of Kettle Chips, handled by ad agency Isobel, in the first half of the year.

Redsky will contain no artificial flavours or colours and activity will highlight the crisps' production methods, which ensure they remain crunchy. The Walkers brand will not feature prominently on packaging.

Insiders said that the launch of Redsky is a response to research showing that consumers no longer see Walkers' existing Sensations brand as premium.

According to TNS Biggest Brands data, value sales of Sensations fell by 6% in the year to April 2008, while sales of Kettle Chips grew by 41% over the same period.