They had beaten all the competition with their low prices and had a virtual monopoly of non-own brand Crisps, except for premium range Crisps.
They could not utilise their low wholesale price strategy effectively because they were aiming at the premium priced Crisps market. So, their best marketing weapon was the utilisation of their distribution channels.
However, as Kettle Brand had the premium price bracket sown up, in many respects the introduction of Red Sky (minus the Walkers branding), was no different to any small Potato Crisps manufacturer attempting entry into the limited High Street market.
Tesco, Sainsbury's and Asda have now abandoned the Red Sky product, which will presumably leave Walkers to reconsider their marketing strategy.
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