PepsiCo has announced the addition of Fiery Prawn Cocktail and Hot Sauce Blaze to its Walkers Max Strong range.
The non-HFSS flavours will be available to convenience retailers from 1 August, following a 27 June launch in Tesco.
They are part of Walkers’ ambition to have 50% of its snack sales to come from products classified as non-HFSS or from products sold in portions of 100 calories or less by 2025.
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The launch comes as a quarter of Brits currently purchase Walkers Max products, with the brand seeing 9% sales growth since 2019.
Additionally, Prawn Cocktail flavours have grown by 120% and hot flavours by 15%.
Jonathan Roberts, senior brand manager at Walkers Max, said: “Snacking remains a huge part of day-to-day UK life, and so taste is incredibly important as it remains the number-one driver when it comes to choosing a snack. These new strong flavours, with lower levels of fat and salt, will greatly appeal to this younger generation by delivering maximum flavour.
“With consumers looking for healthier snack options, we’re determined to ensure non-HFSS options don’t mean less flavour for Max consumers and that we continue to deliver a product that they know and love.”
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