Walkers is launching a range of crinkle-cut crisps next month, in a move PepsiCo says is the biggest category launch of the past five years.
The new crisps will be available in four flavours: Simply Sea Salted; Cheddar & Onion; Salt & Malt Vinegar; and Sweet Chilli.
The launch will be backed by a multimillion-pound marketing campaign including TV adverts featuring Gary Lineker.
"Crinkle-cut is an underdeveloped opportunity in the UK," said marketing director Miranda Sambles,
The brand's Clash of the Comics promotion for Comic Relief saw ‘Stephen Fry-Up' emerge as the most popular flavour. Walkers said the limited-edition range of flavours inspired by comedians had raised more than £1m for Red Nose Day 2011.