Golden Wonder has teamed up with Heinz to launch Heinz Tomato Ketchup and HP Sauce flavour crisps in 32.5g bags, priced at 39p.
According to Golden Wonder, further special edition flavours will be introduced to the range throughout the year.
Golden Wonder said the launch was based on the insight flavour is a key motivator for consumers in their crisp choice. Research also shows Heinz Tomato Ketchup consumers include everyday people and families – 94% of all sauce users have consumed Heinz Tomato Ketchup in the last month.
HP Sauce users tend to be brand loyal, having used the same sauce since their childhood, adds the company. Both new crisp flavours are a perfect match for core crisp consumers, Golden Wonder claims.
As part of Golden Wonder’s commitment to offer great value, the new flavours deliver great excellent trade margins, it said. There will be eye catching point-of-sale to attract shoppers and a full consumer communication programme activated during the summer months to encourage shoppers to stores, Golden Wonder added.
John McQuaid, group sales and marketing director, said: “The price positioning of these full-on flavour Golden Wonder crisps is aimed to suit people on-the-go, as part of their lunch or as a snack throughout the day. At both 39p priced marked and standard packs at a 49p RRP they offer excellent value for money to the consumer whilst ensuring strong margins for wholesalers and retailers.”
McQuaid said: “We’re really excited about the opportunity this partnership offers Tayto and our customers. The memories held in the minds of the British population by both Golden Wonder and Heinz make this a powerful combination.”
Golden Wonder Tomato Ketchup and Golden Wonder HP Sauce in both standard and 39p price marked packs are available nationally in a range of wholesalers and buying groups now. The packs are supported by a number of point-of-sale and display execution initiatives. Retailers are encouraged to contact their local cash & carry or wholesaler for specific information.
Six-pack multipacks of Golden Wonder Heinz Tomato Ketchup and Golden Wonder HP Sauce crisps will also be available from June 2012 n major multiple grocers nationally.