Walkers Quavers is Bringing Back Two Flavors from Yesteryear
Michael Hemsworth — January 13, 2021 — Marketing
References: walkers & talkingretail
Two flavors of Walkers Quavers snack chips are being revived by the brand in a bid to satisfy consumer demand for the retired flavors and help to introduce new fans to its offerings. The brand will be launching the Salt & Vinegar and Prawn Cocktail chips now, which were first introduced in the 90s and have garnered something of a cult following over the years. The snacks will be launched with a marketing campaign starting on January 15 that will run through the end of March to get consumers excited about the flavor revival.
Portfolio Lead for Walkers Snacks at PepsiCo Will Robinson spoke on the revival of the two Walkers Quavers snack chips saying, "Consumers were crying out for us to bring them back via formal petitions and social media pleas. They originally launched in the 90s and we are really excited to announce that both flavors will be available again across all channels – alongside the flagship cheese flavor. Quavers is a huge family favorite, however for a long time has only been available in cheese flavor. Yet, 95% of shoppers in this segment buy more than one flavor each year, and 56% buy six or more, so we know that ‘flavor choice’ is important to shoppers. These returning flavors are sure to capture the attention of the nation.”
Portfolio Lead for Walkers Snacks at PepsiCo Will Robinson spoke on the revival of the two Walkers Quavers snack chips saying, "Consumers were crying out for us to bring them back via formal petitions and social media pleas. They originally launched in the 90s and we are really excited to announce that both flavors will be available again across all channels – alongside the flagship cheese flavor. Quavers is a huge family favorite, however for a long time has only been available in cheese flavor. Yet, 95% of shoppers in this segment buy more than one flavor each year, and 56% buy six or more, so we know that ‘flavor choice’ is important to shoppers. These returning flavors are sure to capture the attention of the nation.”
Trend Themes
1. Revived 90s Snack Chips - Reviving discontinued snack chip flavors from the 1990s could be an opportunity to satisfy nostalgic consumers and introduce new customers to the brand.
2. Flavor Choice - Offering a wider variety of flavors to snack chip consumers could increase sales and capture the attention of shoppers.
3. Consumer Demand - Listening to and responding to consumer demand for discontinued products can generate excitement and increase brand loyalty.
Industry Implications
1. Snack Food Manufacturing - The snack food industry has an opportunity to revive popular discontinued flavors and increase market share.
2. Marketing and Advertising - A well-executed marketing campaign can generate excitement for a revived product, attract new customers, and bring back lapsed buyers.
3. Consumer Packaged Goods (CPG) - Manufacturers in the CPG industry can leverage the power of nostalgia to revitalize discontinued products and increase sales.
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