Claimed by PepsiCo to be a world-first for the sharing snacks sector, the format is making its debut from next week in the UK under the business’s Walkers brand.
Rolling out from January 25, the format is branded Walkers Tear ‘n’ Share and offers a range of five flavors: Lightly Salted, Salt & Malt Vinegar, Cheddar Cheese & Onion, Sticky BBQ Ribs, and Sweet Chilli.
The 150 g packs of chips – which are cut thicker than standard Walkers potato chips - will have a recommended retail price of £1.99 ($2.83).
PepsiCo said the packs would be ideal for “family and friends to open, share and enjoy straight from the pack”, citing Kantar Worldpanel data that showed 86% of UK households bought sharing packs of chips at least once a month across the year.
“We know the sharing segment is in growth, and by launching an innovative first for the category, we are helping to drive this growth,” said PepsiCo UK marketing director Thomas Barkholt.
“The bag and bowl concept, accompanied by a thicker cut crisp, is set to drive incremental sales while establishing Walkers Tear ‘n’ Share as a credible brand for all sharing occasions,” he added.
PepsiCo is supporting the launch with a new TV campaign, in-store shopper marketing and social media.
News of the Tear ‘n’ Share launch in the UK comes in the same week PepsiCo has launched a major new promotion for its Lay’s potato chips in the US.
Seabrook peel-open crisps packaging
Another example of snack packaging innovation designed to encourage sharing was unveiled by Seabrook Crisps in the UK in October 2014. The manufacturer rolled out 40 g packs of its Lattice Cut potato chips that feature a peel-open front panel.
The format has no impact on the shelf-life of the product, said Seabrook.