Golden Wonder calls in Shine Communications to promote relaunch

Crisp brand Golden Wonder has hired Shine Communications as it attempts to reinstate itself as a household favourite in the snacks market.

Golden Wonder brand: Ringos
Golden Wonder brand: Ringos

Shine has been called in to promote the relaunch of Golden Wonder's entire snacks portfolio, including sub-brands such as Golden Lights, Transform-a-Snack and Ringos.

The five-month brief was won following a two-way pitch and begins with immediate effect.

The relaunch will initially be sold into trade media in February 2011, followed by a consumer media drive later in the year.

Golden Wonder was acquired by crisps and snacks manufacturer Tayto Group in 2006, after falling into administration as its position in the marketplace became less dominant than during its 1980s heyday.

The crisp brand recorded record losses of £10.8m in 2004 and struggled to compete with fierce competition from long-term rival and market leader Walkers.

Latest market share figures from Mintel show that Golden Wonder holds just four per cent of the UK crisps and snacks market, compared with Walkers' 38 per cent.

Tayto is now looking to reinstate the Golden Wonder brand's position as a famous provider of quality snacks.

At the same time, it plans to reinvigorate the entire snacks category with an extensive one-stop shop offer giving both consumers and trade customers everything they need in one place.

Prior to the Tayto take-over, Golden Wonder had sold off a number of its most profitable assets, namely the sale of its Pot Noodle brand to Unilever in 1995 and Wotsits to PepsiCo, owner of rival Walkers.

According to Mintel, following the sale of Wotsits in 2002, Golden Wonder sales declined by 26.5 per cent.

Last year, Golden Wonder launched a new range of instant hot snacks: The Nation's Noodles and The Nation's Pasta.

To celebrate the launch of the range, Golden Wonder dropped a number of pot snacks from a 150ft-crane with parachutes attached to them as part of PR stunt.

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