PICKS OF THE WEEK

NPD AND MEDIA

WALKERS ROLLS OUT NEW LOOK ON CORE RANGE

WALKERS HAS UNVEILED A BRAND NEW LOOK FOR ITS ENTIRE CORE RANGE IN LINE WITH ITS LATEST MASTERBRAND CAMPAIGN.

Walkers is introducing a brand-new look across its entire core range of crisps, adding a splash of humour to tie in to its latest campaign, ‘When life gives you potatoes, make crisps’.

With clear signposting to Walker’s use of British potatoes, the packs feature some fun facts and history into the brand’s sustainable sourcing credentials, great taste promise and zero use of additives, artificial colours or preservatives.

Fernando Kahane, Marketing Director Walkers Snacks at PepsiCo, explains: “We harvest only the finest potatoes from over 80 farms around Britain and this is something we want to share with consumers. The new packs will feature a QR code which will link through to the Walkers website, where people can find out more about how we care for our spuds and the planet.

“This fresh new look for Walkers forms part of our wider brand ambition to drive greater purpose. The launch of our new brand campaign is centred on inspiring the nation to turn everyday life adversities with a bite of levity and positivity.”

Walkers is joining up with Comic Relief in a long-term partnership to demonstrate the power that humour can have to positively influence mental wellbeing. To kick-start the collaboration, Walkers launched its ‘#WalkersTweetRelief’ event last week, raising awareness and pledging to donate £1 to Comic Relief for every positive tweet sent using the hashtag. The campaign received over 250,000 engagements, and thousands of people helped raise money for Comic Relief.

A new TV ad will also follow alongside out-ofhome advertising and a social media campaign.

KESTREL TARGETS ‘THE BOLD’ WITH NEW TV AD

HERITAGE BEER BRAND KESTREL CONTINUES ITS REJUVENATION STRATEGY WITH A BOLD NEW TV AD CELEBRATING THOSE WHO ‘LIVE LIFE GLASS HALF-FULL’.

Iconic Scottish heritage beer brand Kestrel has unveiled a new 40-second TV ad to continue the rejuvenation of the brand and support sales growth in both the UK and export markets around the world. A hugely successful brand in the 80s and 90s, the famous lager has returned to its roots and is now brewed in Glasgow and is available in 5% and 9% ABV variants.

‘Brewed for the Bold’ aired for the first time on Sunday to coincide with the launch of ‘The Flying Kestrel’, a new global TV documentary series which tells the story of the beer brand’s renovation of a classic 1935 Riley Kestrel car into a multiple land speed record breaker.

The ad is airing initially across a number of digital platforms and channels including Samsung TV Plus, Amazon and Insight TV’s international network and celebrates those who live life ‘glass half-full’.

Ex-factory data shows that over the last six months the brand has achieved sales growth of over 40% in the UK and export sales expansion of 103% across key developing markets including the US. New distribution deals will take Kestrel into India, China, Vietnam, Australia and Russia.

The latest campaign will extend into print and digital outdoor supported by dedicated social media, influencer, PR and e-commerce programmes.

1901 HERE TO STAY

IRN-BRU’S ‘OLD AND UNIMPROVED’ FULL SUGAR 1901 LIMITED EDITION HAS BEEN CONFIRMED AS A PERMANENT LINE BY THE ICONIC SCOTTISH COMPANY.

In a move that will surprise absolutely no one, Irn-Bru has confirmed that its limited edition 1901 product returned to shelves permanently on Monday.

Made to a unique recipe that dates from 1901, this full sugar, sweetener-free ‘old and unimproved’ Irn-Bru proved incredibly popular with fans when it was first released, with many apparently going far and wide to get their hands on it as stock ran low.

Now, fans can rest easy knowing the 750ml glass bottles of the ginger nectar will be available for them to enjoy year-round – just as it was in the year that Queen Victoria died and Imperial Tobacco was founded.

The authentic 1901 formulation came from a handwritten recipe book which, legend has it, was stored deep in the Irn-Bru archives for more than 100 years. Its distinct difference comes from its ingredients, including quillaia for a frothy head. The drink is sweetened only with sugar and contains no caffeine. It does, however, still have the same top secret Irn-Bru essence.

Adrian Troy, Marketing Director at Irn-Bru, says: “1901 proved super-popular with fans who really loved the recipe but were disappointed when stock ran dry. Now it’s back for good, so shoppers can enjoy it year-round.”

BRAND NEW CRUSH

Imperial Tobacco is adding a New Crush variant to its Embassy Signature range. It offers ex-crushball smokers a modern blend of Virginia tobaccos, premium paper and a cooling sensation filter. RSPs £9.50 (20s) and £47.50 (100s)

SPLASH OUT

Radnor Splash has unveiled new flavours and environmentally-friendly retail-ready pack sizes. New 12 x 500ml pack flavours include Forest Fruits, Orange & Passionfruit, Apple & Raspberry and Watermelon. RSP: £3.45 (12-pack)

IRON BREW BABIES

Millions Iron Brew Jelly Babies have returned to Aldi stores across Scotland as part of its everyday range. Developed by Golden Casket, the line was originally launched as part of Aldi’s Next Top Product competition. RSP: 99p

WEETABIX MELTS

Weetabix has launched new Weetabix Melts, soft-centred crunchy bites in two flavours: milk and white chocolate. Available in wholesale from the end of this month, the line has no red traffic lights and is non-HFSS. RSP: £2.99

GALAXY A-PEEL

Mars Wrigley UK has unveiled new Galaxy Smooth Orange which features Galaxy chocolate with a citrus infusion of intense orange. The product is available in two pack formats: single bar and large block. RSPs: 66p / £1.39

OH BROTHERS

Brothers Cider is expanding its range with the addition of two new flavours: Pink Grapefruit and Honeycomb. Additionally, the company is also bringing its Cloudy Lemon variant back. All three are gluten-free, vegan-friendly and have a 4% ABV strength.

BECKS HITS THE MED

Haig Club and Brand Partner David Beckham have unveiled a new 35% ABV Mediterranean Orange variant. Available in wholesale from mid-April, the new spirit drink has been created to appeal to a wider audience. RSP: £25

CITRUS NOTES

Dunnet Bay Distillers has released a Citrus Coastal Edition of its Rock Rose Scottish Gin. The 41.5% ABV gin is available from the end of this month and is “flavourful and fresh, zesty and with a bracing sea air finish”. RSP: £37.50

DISCOVER TOKYO

Asahi Super Dry is inviting consumers to ‘Discover Tokyo’ and immerse themselves in a 45-minute journey through the streets of Japan’s capital city to a backdrop of original music. Consumers can buy special gift packs of beer and accessories for the trip.

RYE SMILE

From 1 April, Speciality Brands will exclusively distribute a range of craft spirits from Canadian company Corby in the UK. The new range includes Lot No. 40 Canadian rye whisky, Pike Creek Canadian whisky and Ungava gin.

OUTDOOR GRYLLS

Nature Valley has become the founding title partner of new immersive experience ‘Nature Valley Gone Wild Festival with Bear Grylls’ this summer, in a partnership designed to further build on the leading snack bar brand’s £2m #GetOutMore campaign.

VIMTO SHAKE-UP

Vimto is re-launching its core squash range this spring, fortifying the full squash portfolio with Vitamin D, and becoming the only squash brand to offer both Vitamins C & D. It will also unveil a new Blackberry, Raspberry & Blueberry flavour.