The marketing of Ready Salted Chipsticks and why it doesn't make any sense!

Marketing. Used everywhere. There is very little in your life that doesn’t have it backing it up. Have a look around you. I work in retail, so there are hundreds of examples for me to see in one glance round my office and I’m sure there is in your world too.

If you’re reading this on a computer, phone or tablet I’m guessing that it was advertised before you bought it, or there are little pop ups coming at you on the side of the page. Jeez-o, even Facebook advertises itself. Advertising is designed to say how awesome you would be if you had something.

How old are you? Male or female? Tall or short? All of these things get pulled together for something called “demographics”. Something that means marketing can be tailored to you and will of course make you look, feel, sound, smell, act, live, work better.

Sadly though, when I spoke to Walkers about why Ready Salted Chipsticks had been discontinued they advised

“There are many reasons why a product is discontinued, but usually it’s because sales are lower than expected…”

When I queried them on their statistics and marketing campaign I got stonewalled.

“I regret to inform you that I am unable to provide you with the specific information and data relating to the discontinuation of this product”

What I fail to understand is that if sales were low, what was done to increase them? With good marketing it is possible to make almost any product desirable. I don’t recall any promotions, adverts, even background shots in TV series to bump them up. Ready Salted Chipsticks were discontinued during a time that retro was “in”, which in my mind was a perfect opportunity and was missed by the Walkers marketing team (we’ll cover this in another blog).

So why, with all this available to them did they not use it? Why were Ready Salted Chipsticks allowed to fade into oblivion? Despite their comments above, I really think that Walkers made the decision to axe them without due consideration of all the options.

Sorry Walkers, but I think it is a case that you are unable to provide me with specific information because you don’t have it. 

Maize vs Potato - Ready Salted Chipsticks are one of a kind

First off let me state maize based crisps aren’t really comparable to potato based crisps. The texture, flavour (even when we’re talking the same flavour between the two, for instance let’s take Ready Salted), “mouth feel” also known as “the way they stick in your teeth and to the roof of your mouth” (so much better with maize based). They are two completely different type of crisp. Personally, as you may have guessed, I prefer the maize based. You can pop one in your mouth and pretty much suck the air out of it rather than chewing. There aren’t a lot of foods that let you do that! 

Why did this cross my mind? One of the many reasons I’m so outraged by the discontinuation of Ready Salted Chipsticks is that there are no equivalent crisps on the market. There are several different varieties of maize based crisps, but none that are even remotely similar. Monster Munch are delicious, especially the flaming hot flavour, but they’re not Ready Salted Chipsticks. I’ve heard rumours that Marks and Spencer have their own brand Ready Salted Chipsticks, but I’ve never been able to find them. There is nothing available in any shop, own brand or not, that is even close to a Ready Salted Chipstick.  

Potato based crisps – there are thousands of them. If you don’t have a Walkers, then a Tyrell’s, Kettle or any supermarket own brand will easily be a suitable substitute. When it comes to your standard potato based crisp it can be much of a muchness. Yes there is a little bit of variation between them, but ultimately you’re not going to notice the difference unless you’re a connoisseur, and more obsessed with crisps than I am (which would instantly make you nuts by the way – completely nuts).  

With this in mind does it not support bringing back Ready Salted Chipsticks and gaining the corner on the market again before someone else realises the mistake and starts cashing in? Be careful Walkers! I think I might start making the suggestion to your competitors – do you want that?!

Why is it so hard to bring back Ready Salted Chipsticks?!

I honestly don't understand Walkers!

Why can’t they just take the vinegar flavour out of the machine?!

Seriously, what is the difference between Ready Salted Chipsticks and salt and vinegar!? I can only conclude that it is just vinegar!

Surely it’s the same process to make Ready Salted Chipsticks, but cheaper, because you’re only using salt! It’s not like they don’t have the means to make them anymore! Is red dye for the packets more expensive than the blue?! You’re still producing all of the basic components!

If they’re really not profitable sell the rights and the recipe to me for a quid and I’ll bloody well make them!