Walkers is launching four limited-edition crisp flavours inspired by local restaurant dishes.
Its Madras Curry, Thai Green Curry, Fish & Chips and Chicken Burrito flavours will roll out on 16 August in singles, grab bags, £1 price-marked packs and multipacks of five (rsp: 69p-£1.70/33g-5x25g).
A supporting on-pack promotion will aim to drive footfall to local establishments by offering a £5 discount at over 3,000 participating restaurants.
Shoppers will be directed to the Walkers website, where they can search for their local restaurant and claim £5 off using a QR code voucher.
The limited-edition flavours had been inspired by “four standout local restaurants”, said Walkers: The Rahuni in Edinburgh; Mantra Thai Dining in Newcastle; The Wetherby Whaler; and Yucca in London.
Walkers senior brand manager Katherine Cook said she was “proud” to support the hospitality industry.
“Local businesses have always been there to help out, especially during the pandemic, as we have seen retailers and operators co-ordinate home deliveries and donations to help those in need,” said Cook.
“The new limited-edition flavours will help to add excitement to the crisps segment, allowing retailers to offer their shoppers something new and drive sales.”
Walkers had worked with independent retailers to provide them with customisable posters to direct shoppers and staff to their nearest local restaurants, she added.
Last month, the crisps giant targeted health-conscious Brits with a new campaign that played up its calorie counts.
The campaign saw its brand logos replaced with “words of surprise”, drawing focus to the fact the crisps contained 100 calories or fewer per bag.