Walkers launches Baked crisps

Crisp brand Walkers is launching a new range, Walkers Baked. The lower fat, oven-baked brand is backed by a £6m marketing campaign including a new TV ad featuring Gary Lineker .

Baked targets consumers, primarily men in their 20s and 30s, who are looking for a lower fat alternative, but don't want to buy a 'diet' brand. A 25g bag of Baked contains 70 per cent less fat than regular crisps and fewer than 100 calories per pack.

The latest launch follows the relaunch of the core Walkers crisps range at the start of this year in a lower fat, lower salt recipe, and the more recent revamp of the Walkers Lights range. Jon Goldstone, Walkers vice president of marketing, stressed that the different ranges target different consumers

He added: "While Walkers Baked is healthier than other crisps, it still tastes great. We are doing everything we can to make our products as healthy as possible whilst ensuring they live up to 'no compromise on taste'."

Walkers Baked are available in three flavours: Ready Salted, Salt & Vinegar and Cheese & Onion.