Golden Wonder has launched a range of 32.5g bags of crisps in 39p price marked packs.
The range comprises eight popular flavours including Cheese & Onion, Ready Salted, Salt & Vinegar, Prawn Cocktail and Pickled Onion. Further new special edition flavours will be introduced to the range throughout the year, the company said.
According to Nielsen, purchases of handy pack bags of standard flat crisps have seen a 9.7% unit decline year-on-year. Golden Wonder claims the new price point will regenerate sales by offering great consumer value alongside excellent trade margins.
John McQuaid, group sales and marketing director, said: “Consumers are facing difficult times in a tough economic climate with pressures on spend within savoury snacking. Golden Wonder is endeavouring to offer great consumer value whilst ensuring healthy margins for our trade partners through wholesale and at retail.”
Tayto Group, which owns Golden Wonder, said it has more consumer-led initiatives over the coming months including special editions.
McQuaid said: “Golden Wonder is a much loved brand; and with 91% prompted recall, it has superb awareness too. With recent increased distribution Golden Wonder is now nationally available in all trade channels. The opportunity to drive sales with strong margins is available to all retailers.”
Golden Wonder in both standard and 39p price marked packs are available nationally in a wide range of wholesalers and buying groups from 28 May 2012. Retailers are encouraged to contact their local cash & carry or wholesaler for specific information.