Walkers debuts new Max Strong spicy crisps

PepsiCo owned snack brand Walkers is launching a new product aimed at social sharing occasions, Walkers Max Strong.

According to Kantar Worldpanel data, social sharing occasions are growing at 3.5% and driving the growth of total savoury snacking.

Intended to appeal to beer lovers, Walkers Max Strong is a new range of ridged crisps in spicy flavours. Rolling out from mid-January, the line will be available in three flavours across a heat spectrum ranging from medium to extra hot – Chilli & Lime, Hot Chicken Wings and Jalapeño & Cheese. All flavours will be available in a sharing bag (150g, RRP £1.99) and grab gag format (50g, RRP £0.80).

There will also be one Jalapeño & Cheese clip strip bag (90g, RRP £1.00), which will launch mid-March. Each flavour has been crafted to complement different types of popular beer.

Kantar research reveals that savoury snacks only feature in 15% of beer occasions, with half of these being crisps. Walkers Max Strong has been developed to ensure the right product delivers against the right occasion, according to the brand.

Rachel Holms, Walkers senior marketing director at PepsiCo, says, “We are seeing an increase in social occasions, and while savoury snacks are playing an increasingly important role, there is no mainstream ‘perfect snack’ for this occasion.

“We saw this as an untapped opportunity in the market and have created Walkers Max Strong to complement beer, to answer this demand for a perfect snack to accompany a pint.”

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