Golden Wonder Adds Curry Flavour to Retro Transform-A-Snack Range

Golden Wonder is setting the nation’s tongues-a-tingling with the introduction of a limited edition Curry flavour to its retro-cult brand, Transform-A-Snack. The new flavour will be available in impulse and sharing bag price marked packs (PMPs) from 26 November until the end of May 2019. It joins Saucy BBQ, Spicy, Beef, Chilli and Cheese & Onion in the interactive range, from which consumers can enjoy creating vehicles.  

Matt Smith, marketing director for Golden Wonder, explains: “Transform-A-Snack remains a firm favourite with consumers looking for a fun, great value, fully-flavoured snack. Curry is one of the fastest growing snack flavours (+96% year on year[1]) and we wanted to ensure that Golden Wonder fans weren’t missing out.

“We’ve had a fantastic response to our ‘Chip Shop Curry’ flavoured Chippies and we’ve had numerous requests through social media to bring back more curry-flavoured snacks. We’ve now responded with this fragrant, mouth-watering blend of spices, that really delivers on the Golden Wonder fully-flavoured brand promise of “more punch per crunch.”

After taste, value for money remains a key driver of purchase and Golden Wonder is delivering this through its ‘Great Golden Wonder Giveaway’, which will run throughout 2019.

Matt says, “Golden Wonder snacks are growing faster than the market (+19.6% versus +7.6%)2 and our focus remains on continuing to offer great value to consumers and strong margins to customers.

“As part of our ‘Great Golden Wonder Giveaway’, we are currently offering 33% Extra Free across all £1 Transform-A-Snack packs and this will include the new limited edition Curry flavour, upon its release. Additionally, from 26 November, we will also be offering 25% Extra Free on £1 bags of Golden Wonder Saucers.

“Building on our success, we will continue to deliver great taste and value supported by a strong promotional programme through 2019.”

Golden Wonder is owned by Tayto Group Ltd, which is the biggest British-owned crisp and snack manufacturer, producing five million bags a day across its six UK sites.  In addition to Golden Wonder, its portfolio also includes Mr Porky, REAL Crisps, Jonathan Crisp, Portlebay Popcorn and Tayto, Northern Ireland’s number one crisp brand. 


1) IRI Market Place| Total GB |Snacks | £ Value | 52 w/e 12-Aug-18 vs. 13-Aug-17                                                    

2) IRI Market Place + KantarWorldPanel | Total GB |Snacks | £ Value | 52 w/e 12-Aug-18 vs. 52 w/e 13-Aug-17

Market size inferred from a combination of Kantar Worldpanel and IRI data

IRI, a retail and FMCG market intelligence company


Author: kimbarnard

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