Walkers is set to add a first to the sharing segment with crisp packets that turn into bowls.

The new Tear ‘n’ Share range (rrp £1.99/150g), available from January 25, has the unmistakable taste of Walkers on a thicker cut crisp in a new pack that can be transformed into a sharing bowl for family and friends to open, share and enjoy straight from the pack.

PepsiCo marketing director Thomas Barkholt explained that this will come as an “innovative first” for the market.

He said: “We know that the sharing segment is in growth with 86% of households buying sharing packs at least once a month (across the year, Kantar Worldpanel), and by launching an innovative first for the category, we are helping to drive this growth. Walkers is committed to developing new products and is working closely with retailers in store to tear up the sharing fixture.

“We know that consumers love the taste of the Walkers core range and now we have made it available to share in a simple format. The bag and bowl concept, a first for the sharing segment, accompanied by a thicker cut crisp is set to drive incremental sales for retailers whilst establishing Walkers Tear ‘n’ Share as a credible brand for all sharing occasions,” adds Barkholt.

The launch will be supported with a new TV campaign alongside strong levels of in-store shopper marketing and social media.