Baked means it's crunch time for healthy Walkers

Walkers says it is "revolutionising" the snacks market with the launch of a new, healthier product called Walkers Baked.

Backed by a £6m marketing support programme, Baked is aimed at consumers who love crisps but are looking for a low-fat alternative that is still full-flavoured.

According to Walkers, these consumers are mostly men aged between 25 and 35 who do not buy diet snacks but are aware of the importance of good health.

Made from potato flakes, the range is baked in an oven instead of being fried and, therefore, contains 70% less fat than regular Walkers crisps.

In consumer research, nine out of 10 people said they would definitely buy Walkers Baked, giving the brand the highest score of any of the company's recent launches, including Sensations.

Walkers vice president of marketing Jon Goldstone said: "We are doing all we can to make our products as healthy as possible.​

"Having made a huge investment in innovative technology to introduce this brand to the market, we look forward to seeing it establish itself equally well on shelves alongside Walkers' core crisps."

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