Iconic crisp brand back on the market thanks to Tayto
Published:  18 May, 2007

Laura Clark

Golden Wonder is being relaunched by new owner Tayto after going into administration last year.

The brand overhaul will include the introduction of new flavours and revamped packaging which retains the original Golden Wonder logo.

Targeting 16 to 24-year-olds, TV and press ads will initially run in Scotland where the brand has traditionally been popular, before being rolled out to the rest of the UK later in the year.

The brand has also signed a deal with an undisclosed newspaper group to help boost awareness.

Managing director Stephen Hutchinson said: "Now that we have bought the brand we want to go back to basics and really sing about the key thing we feel makes Golden Wonder a strong proposition - that intensity of flavour which we feel will really appeal to the market."

Golden Wonder was bought by the County Armagh-based firm in November last year.

The snacks manufacturer immediately sold the Wheat Crunchies and Nik Nak brands to United Biscuits UK.

In brief

Gerber is rolling out a marketing campaign for its Ocean Spray's Cranberry Classic. Ads in national newspaper supplements and women's magazines will run until August, highlighting that the drink contains immune boosters, antioxidants and vitamin C.

Bristol-based Elizabeth Shaw has appointed Paul Chmielewski UK managing director. Chmielewski will be responsible for reshaping the business and introducing updated packaging across the entire range, which includes Mint Crisp Chocolates, Café Liqueur Chocolate Selection and Origins Truffle Selections.

Buxton has launched an on-pack promotion in the run-up to the Wimbledon Championships, giving consumers the chance to win prize money and pairs of tickets to watch the tennis.

Ribena has added Raspberry & Pomegranate to its fruit juice range as part of GlaxoSmithKline's £7 million marketing spend for the brand in 2007.

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