Walkers Potato Heads and Burts Chips case study

targeting healthy snacks at kids

Publication Date	December 2006
Publisher	Datamonitor
Product Type	Report
Pages	6
ISBN Number	not applicable
Product Code	DAT04437

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Summary

Introduction

This report on Walkers Potato Heads and Burts Chips forms part of our case studies series, which explores business practices across a variety of disciplines and business sectors. Each case study provides a concise evaluation of a company that stands out in some area of its strategic operations.

Reasons to Purchase

Gain insight into the methods used by important industry players to give them a competitive edge
Identify specific areas for operational improvements
Capitalize on the knowledge of experienced companies when entering a new niche or market

Content

Catalyst
Summary
- AnaLYSIS
- Introduction
- Walkers Potato Heads
- The first major UK 'healthy' potato chip brand aimed at kids
- Potato Heads are designed to appeal to parents as well as children
- Potato Heads' strong sales prove a healthier product range is popular with consumers
- Burts Chips
- Burts Chips views itself as a responsible kids' savory snack producer
- Burts markets the healthiness of the product range to adults
- The naturalness and authenticity of the brand further appeals to adult consumer taste
Appendix
- Case study series
- Methodology
- Secondary sources
Further reading
- Ask the analyst
List of Figures
- Figure 1: Walkers Potato Heads
- Figure 2: Burts Gosh No Salt brand