Walkers has launched a new crisp brand, which it claims "celebrates nature through packaging, taste and ingredients".
Red Sky Potato Chips launches this week as a stand-alone brand within the premium sector of the crisps, nuts and snacks category.
The crisps, which are created using 100% natural ingredients, are cooked in a unique way — according to the company — to produce a fresher-tasting product with the "perfect crunch".
The brand's natural positioning is also evident through the use of its paper packaging, which is predominantly sourced from sustainably managed forests accredited by the Forest Stewardship Council.
Red Sky has also established a partnership with charity Cool Earth, whereby for every 150g bag sold, 10 square feet of endangered rainforest will be protected through the charity. For the 40g bags this drops to five square feet.
The Walkers logo is noticebly absent from the front of Red Sky packs, but the snack giant says it will support the new brand with a multi-million pound marketing package, as well as mentions on the Walkers website. A TV campaign will start in early April.
"The investment we are putting behind Red Sky is a further statement of our commitment to driving differentiation in the category and increasing sales for licensees," said Walkers customer business manager Phil Childs. "Pub goers are looking for high-quality snack products like Red Sky, and we are confident this new product will be hugely appealing to them."
Red Sky will be available in four flavours: West Country bacon & cream cheese, Anglesey sea salt, sour cream & green herbs, and roasted red peppers & lime.