Page 19 - Tyrrells CS

RED SKY

However, the entry in

February 2009, of Red Sky,
a premium crisp made with

100% natural ingredients by

the PepsiCo owned Walkers

and marketed through
Tesco and Waitrose shows

the strength of premium “sharing” crisps. For Walkers it was

thought that pub goers were looking for high quality sharing
crisps the kind served as nibbles with friends. According to

market research company TNS, shoppers spent £368m on

‘sharing crisps’ in 2008 – up 8.7 per cent.

The Red Sky crisps are created using 100% natural

ingredients and cooked in a unique way to produce a

fresher-tasting product with the ‘perfect crunch’. In addition,
paper packaging is used, the source of which is from

sustainably managed forests.

The Walkers logo however, was noticeable by its absence
from the Red Sky packs.

PepsiCo indicated that it was planning to support the brand

with a multi-million-pound marketing campaign including a
TV campaign starting in April 2009 with the strap-line - ‘From

Nature’s Kitchen’.