Real Crisps plugs redesigned line

A consumer campaign to relaunch Real Crisps’s 35g packet size is set to pit the handmade brand head-to-head with products such as Walkers by moving it away from its ‘indulgence’ image.

Real Crisps sales and marketing director John Mudd said a high-profile consumer media campaign by Eulogy! would explain its redesigned packaging and new flavours.

Real Crisps has a 15 per cent share of the £80m handcut crisp market but Mudd claimed the relaunch would allow it to cut into the £1.2bn total crisp market while doubling its handcut share.

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