Walkers targets Asian tastes

13 July, 2007

Walkers has added a Chilli & Lemon flavour to its range in a move to capitalise on the UK's growing South Asian population.

For the first time in the brand's history, the packs will feature the word "new" in both English and Hindi.

Jon Goldstone, Walkers vice president of marketing, said Chilli & Lemon is the first flavour developed specifically for the tastes of the Asian market.

"It is already a favourite within the Asian community and, although we believe this new flavour will have mass appeal, we are targeting the Pakistani, Bangladeshi and Indian communities that make up the UK's biggest ethnic market," he said.

England's first

Sikh cricketer. Monty Panesar, has been chosen as the

flavour's frontman, and a heavyweight marketing campaign will include ads on Asian radio station Sunrise and a presence at the Asian Lifestyle Show.

Other activities will focus on the South Asian community's love of cricket, with sampling and giveaways at cricket matches nationwide, a spokesman added.

Walkers Chilli & Lemon, which is made with real chilli and lemon ingredients, will initially be launched in Bestway and Asda before rolling out to the rest of the trade at the end of the year. It is available in 34.5g bags (rrp 30p) and 6x25g multipacks (rrp £1.31).

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