Golden Wonder is relaunching its crisps with a new look and upgraded flavours that pack more punch per crunch. Salt levels have also been reduced across the range to meet FSA 2017 guidelines.

The relaunch will be supported by a TV campaign featuring the three hero flavours: Cheese & Onion, Salt & Vinegar and Sausage & Tomato as well as through digital and PR.

Matthew Smith, marketing director at Golden Wonder, said: “Golden Wonder is a great British brand with a loyal following who love our strong, distinctive flavours. Our new range is based on strong consumer insights that showed that there is demand for more fully-flavoured crisps.

“We are excited by the relaunch and are investing significantly with stronger flavours across the range, impactful new packaging and a heavyweight marketing campaign that includes a new TV advert in Scotland running from October to December that will be seen by 2 in 3 adults.”

The new packs will be appearing on shelves from the middle of August.