Walkers is introducing Doctor Doom-themed 120g sharing bags, supported by a promotional prize campaign. The limited-edition packs are positioned for shoppers preparing for Halloween gatherings, movie nights and other social occasions.
Gemma Lancaster, Walkers Snacks marketing manager at PepsiCo, said: “Our limited-edition packaging brings some of Marvel’s most recognisable characters to the savoury snacks fixture, including The Avengers, The New Avengers, The Fantastic Four, The X-men and The Wakandans.
“The packs are designed to capture shopper attention and encourage engagement with the promotion, appealing both to Avengers fans and shoppers stocking up for Halloween parties and movie nights.”
The launch reflects wider food and beverage industry trends, including the use of licensed entertainment properties in food and drink packaging to strengthen shelf appeal. It also demonstrates how food and drink marketing is responding to food and drink consumer trends, while supporting broader food manufacturing trends, food processing technology, food distribution trends, food and drink industry innovation, food and drink sustainability and evolving food and drink regulations.