PepsiCo is targeting food connoisseurs with the launch of its premium Walkers Market Deli range of pitta, tortilla and potato chips.
The firm said the range will take inspiration from high quality ingredients found around Europe and the UK, and will meet growing shopper demand for upmarket snacks and ‘authentic flavours’.
It marks PepsiCo’s first attempt to crack the premium sector since the launch of Red Sky crisps in 2009.
Retailers will be able to pick up 165g sharing bags (RRP £2.39) available in eight variants, including Wiltshire Cured Ham, Mature Cheddar & Farmhouse Chutney potato chips and Roasted Garlic with Mediterranean Herbs pitta chips.
[pull_quote_right] Walkers Market Deli meets consumer demand for tasty deli snacks with an authentic taste by providing a premium experience, with even more variety for shoppers who have a passion for food [/pull_quote_right]
In addition, 40g single bags (83p) will also launch in Balsamic Vinegar of Modena, Mature Cornish Cheddar and Flame Grilled Spanish Chorizo with Roasted Onion.
Thomas Barkholt, marketing director at Walkers, said: “Walkers Market Deli meets consumer demand for tasty deli snacks with an authentic taste by providing a premium experience, with even more variety for shoppers who have a passion for food.
“The range has been made with the finest real ingredients from across Britain and Europe to create a truly delicious snacking that is perfect for all events, and to attract consumers with an interest in good food and great authentic flavours.”
PepsiCo said it is planning a ‘substantial’ TV and marketing campaign to promote Walkers Market Deli, which will run throughout the year.
The firm added it will support independent retailers with branded PoS material and other in-store activities to drive early sales of the range.