Walkers Snacks has announced a two-pronged attack on the snack market with the launch of Walkers Wotsits and the return of Salt & Shake.
The salt in the bag concept, dubbed a "sleeping giant" by Walkers, was last seen under the banner of Smiths and is set for a return in January.
Walkers has introduced new packaging and claims to have improved the product in an attempt to boost sales among the brand's over-45 target audience.
The re-launch will be supported by a marketing campaign featuring Gary Lineker in a £1.5m TV advertising drive.
Cath Painter, marketing manager, said: "Licensees should ensure that they stock up early to take full advantage of the increased sales that will be generated by bringing Salt & Shake under the Walkers banner. With a new improved product and a heavyweight marketing campaign it's a no risk proposition for licensees, who have seen sales of Walkers Square triple since its re-launch last year"
Meanwhile, Walkers has also given Wotsits - another new addition to its portfolio - a new look, taste and marketing spend of £2m.
Previously a Golden Wonder brand, Wotsits boasts a substantial following among children and Walkers has tied-up with Nickelodeon, Cartoon Network and SMTV.
Ms Painter added: "We are really excited about the launch of Walkers Wotsits. The Snack currently has sales worth over £40 million, and has unique brand awareness with children in the UK. The brand however has not been given the support it deserves and previously enjoyed, and so with our full support programme we are aiming to fully realise the huge potential of the brand and retailers should be prepared for the demand that the re-launch is sure to generate".