Walkers Crips

The product that I have selected to study is ranked 9th on the list of the most popular goods sold on the Irish food and drinks market (the journal). Walkers crisps have been selling since 1948 when English man Henry Walker started selling crisps from his butcher shop because of the WW2 meat pro war rationing left his employees with nothing to do and his business starting to become bankrupt. In 1970 the walker’s family business was bought by Nabisco. At this time it was the secondary brand leader to Golden Wonder but a fire in Golden Wonder’s factory closed down the business and Walkers was now the brand leader. It was purchased by PepsiCo in 1989 along with brand Smiths for £900 million. The two brands were merged together and named ‘Walkers Snack Foods’. Walkers entered the Irish food market in 2000.
PepsiCo is the second largest food and beverage company worldwide. Its portfolio contains 22 brands ranging from Walkers to Tropicana and Pepsi. Their websites (PepsiCo) boasts that each brand they own generates more than $1 billion in yearly sales. They have an annual net revenue of $65 billion. This company certainly highlights how important the food and drink industry are in the global market. PepsiCo’s current worldwide flavours headquarters and also a manufacturing facility are situated in Cork employing around 500 employees.
Crisps are the second most popular snack in the market to date (bbc food). Snacks are a low involvement item and clearly it’s the Walkers brand that stands out as it’s the one of the leading brands in the market, Narrowly behind Taytos in the Irish market but Walkers controls 56% of all crisp sales on the UK market. Their colourful logo is prominent on the packaging and each flavour packet has a particular colour so without even taking a moment you are able to choose a salt and vinegar packet of Walkers. Walkers huge range of flavours keep the brand popular and they are not afraid to experiment by creating unusual products