Walkers is launching a premium crisp range under the newly-created Red Sky brand.
Red Sky, available in four flavours, has been developed to attract older, more affluent customers.
The range uses only natural ingredients, with Walkers' owner Pepsico targeting upmarket rivals such as Kettle Chips and Burts, as well as aiming to grown the premium crisp category by attracting new consumers.
The Walkers name is not featured on the new brand, and the company believes it will typically appeal to an older customer base than the established Walkers Sensations premium range.
The name is taken from the saying 'Red Sky at night..', which is nature's promise of a good day to follow. The brand's 'natural' positioning is carried through to the paper packaging, with as much of the pack as possible sourced from forests accredited by the Forest Stewardship Council.
Each Red Sky pack also carries a pledge to preserve an area of rainforest, with Pepsico working with environmental charity Cool Earth to achieve this.
West Country Bacon and Cream Cheese, and Anglesey Sea Salt flavours are available in single serve 40g bags. Those two varieties, as well as Sour Cream and Green Herbs and Roasted Red Peppers and Lime, also come in 150g sharing bags.
Phil Childs, Walkers customer business manager, said: "Pub-goers are looking for high quality snacking products like Red Sky and we are confident this new product will be hugely appealing to them and be the perfect accompaniment to a drink."