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Home > Food and Beverage > Food > Sweets & Snacks
Walkers case study: generating growth in a declining market
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| Published Date:
April 2007
Published By:
Datamonitor
Page Count:
7
Order Code:
R313-21593
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- DATAMONITOR VIEW
- CATALYST
- SUMMARY
- ANALYSIS
- Introduction Walkers Sensations' initial success has waned, leading to numerous relaunches 'Posh' crisps promotion leads to high initial sales The trend for healthier snack foods pushes chips to the background Brand success following second relaunch will depend on the credibility of its new health claims Walkers Baked targets male consumer with better-for-you potato chips Tougher regulations impinge on Walkers brand, which reacts with larger healthy snack portfolio Walkers Baked are targeted specifically towards men Brand launch backed by significant R&D and marketing spend Despite healthier format, Walkers Baked still faces kids' marketing restrictions
- APPENDIX
- Case study series
- Methodology
- Secondary sources
- Further reading
- Ask the analyst
- List of Figures
- Figure 1: Walkers Sensations have been relaunched twice with new flavors and healthier ingredients
- Figure 2: British Heart Foundation's campaign was designed to highlight the unhealthy make-up of potato chips
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