Walkers launches wholegrain snack

21 September, 2007

Walkers is rolling out its first ever wholegrain snack in the UK.

SunBites, which is sold under the name SunChips in the US, is made with 67 per cent wholegrain and contains 30 per cent less fat than regular crisps, according to the company.

The range comes in three flavours - Original, Sour Cream & Cracked Black Pepper and Oven Roasted Onion & Rosemary.

Jon Goldstone, vice president of marketing, said: "SunBites offer a small step towards getting more wholegrain and we believe that small steps can make a whole lot of difference. SunBites taste delicious, and consumer tests have already proved that this wholegrain snack will have broad appeal and be highly incremental to the category."

The launch will be backed by a £3 million marketing spend that includes press and magazine ads designed to reach 70 per cent of SunBites' target audience. It will be available in multipacks of 6x25g†bags (rrp £1.38) and 28g packs (rrp 41p).

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