Looks like PepsiCo has foodies in its sights, judging by the introduction of an upmarket Walkers Snacks range that includes potato, tortilla and pitta chips.
Launched in the past week, and introduced to the vending community at the NIVO get-together near Glasgow, Market Deli features elegant packaging that flags up some premium ingredients, such as balsamic vinegar of Modena PGI, Cornish mature cheddar cheese and sun-dried tomatoes from Turkey.
It’s interesting that the new product carries the Walkers logo and the strapline ‘from the makers of Walkers’. You may remember that, 5 years (ish) ago, Walkers launched its premium priced Red Sky crisps – Red Sky crisps are now to be phased out…
Market Deli is directed at the over 45’s market and is expected to sell at a premium over other Walkers products. The 40g size, which is being aimed at vending operators, retails for 83p.
Walker’s Marketing Director Thomas Barkholt told PV ‘this is very much a premium product. It was important for us to get the deli feel – a deli is a bit like a sweet shop for adults – and that’s what we’ve tried to capture.’
PV’s Verdict: Wow! They really have captured the ‘deli feel’. We tried Market Deli Cornish Mature Cheddar Potato Chips and they are simply packed with taste. It could be that the potatoes are sliced slightly thicker than ‘ordinary’ crisps? At least, that’s how they feel in your mouth. The colour is golden and consistent. For us though, the key is that they taste fantastic.
