Savoury snacks like crisps are a critical sales driver in the convenience channel, with a 2.4% growth over the past five years.
Walkers – founded in 1948 by Henry Walker and acquired by PepsiCo’s Frito-Lay in 1989 – produces over 11 million bags of crisps daily at its Leicester factory. It wants to keep up this output, and has created the guide to provide advice how retailers could still maximise their savoury snack sales.
It also aims to drive awareness of the legislation and clear up any confusion on the specifics.
The e-guide is available in different languages, including Punjabi and Hindi, and features external links to advice from the government and the ACS.
Walkers is also launching a ‘Walkers Hub’ on retail app Shopt – a dedicated area where retailers can access industry-leading content. The app also features a generator tool to make a bespoke crisp layout for their shelves, by supplying a few simple details about their store and shoppers.
Through the hub, retailers will also have the opportunity to earn rewards and merch for stocking specific bestselling Walkers lines.
In addition, Walkers will be applying clear labelling to product cases, offering guidance to retailers on whether the product is non-HFSS and where best to position instore.
The do’s and don’t
“Our focus right now is on helping retailers to navigate and prepare for the upcoming HFSS regulations,” said Kirsten Reid, impulse category management channel lead for PepsiCo UK.
“Our digital guide will focus on snacking growth strategies and includes do’s and don’ts and handy visuals, too.
“Firstly, concentrating on maintaining space of best-selling products in the main fixture. Secondly, maximising off-fixture displays in high traffic areas around the store, which will help drive impulse purchases. And finally, supplementing both with reformulated or new non-HFSS products from well-known and trusted brands that deliver on taste and health needs.
“We also recognise the implications of the new regulations and the associated complexities and are therefore heavily investing in our teams to ensure that they are well equipped to provide tailored assistance.”
Taste-led non-HFSS lines
Earlier this year, Walkers set an ambitious goal to have half of its snacks sales from products that are non-HFSS or from products sold in portions of 100 calories or less by 2025.
Snacking remains a huge part of the average British consumer’s life, snacking around five times per day. Walkers are embracing this opportunity to encourage consumers towards healthier choices without compromising on taste.
“We will continue to offer a balanced portfolio of crisps and snacks that don’t compromise on taste, retaining focus on our much loved and best-selling product ranges such as Walkers, Walkers MAX, Quavers, Cheetos, Wotsits and Doritos,” said Reid.
“To complement this, we’ve introduced several taste-led non-HFSS lines which we believe will work best in this channel, including Walkers Oven Baked, Walkers MAX Strong, PopWorks and Walkers 45% less salt.”