Monster Munch - Brand History

Monster Munch is a baked corn snack aimed at children, available in the

United Kingdom and other regions, including Africa. Flavours include Roast Beef and Pickled
Onion.

Smiths Monster Munch (1977-1995)

Launched in Britain by Smiths. It was originally called Prime Monster and was advertised as The Biggest Snack Pennies Can Buy
- in reference to the large size of the crisps each pack featured a different monster on the front of the packet. The snack was
supported by a Monster Munch Club, whose members received a Monster Munch Munchers membership pack which included a
membership card, pen, several story books, and a story tape which included six tall stories: and accompanying songs. By late 80s
there were four main monsters featured on the packaging, although originally a total of six featured in the advertising. Was available
in a variety of different flavours over the years including Roast Beef, Pickled Onion, Saucy Tomato, Bacon, Cheese & Onion, King
Prawn and Salt & Vinegar. Pickled Onion has remained in the selection throughout the years, with Roast Beef appearing in almost
every combination. By the 1990s the four main flavours available were Pickled Onion, Roast Beef, Smokey Bacon and Saucy.

The original Monster Munch used two different snack shapes, related to two of the Monsters. The shape known as a "monster paw"
that is still used today has long been the subject of dispute over whether it represents a paw or, instead, the eye and lashes of a
monster. The other represented the gangly, long-tongued pink monster: circular with two bumps on the top for eyes, protrusions on
either side and a tongue dangling down. For a limited time in the early 1990s, there were also spider-shaped Monster Munch with a
smokey bacon flavour. A short-lived range of Monster Munch themed drinks - Monster Fizz - was available in the 1980s. The small
range of flavours included orangeade.

Walkers Monster Munch (1995-2008)

In 1995 the Monster Munch brand was taken over by Walkers who re-launched them with a range of four flavours. One of the most
significant changes, was that the crisps were much smaller than before and the monster characters were also redesigned. Walkers
relaunched Monster Munch with five flavours: Pickled Onion, Beef Burger, Spaghetti Sauce, Flamin' Hot and Roast Beef. Since then,
the range of flavours has changed several times, such as Cheesy replacing Spaghetti Sauce (and the Blue Monster being recoloured
yellow). A wide range of Tazos, featuring images of the monsters, was produced, with one Tazo included in each bag.

Original Monster Munch (2008-present)

In September 2008 Walkers re-launched Monster Munch, based on the original Monster Munch from the Smiths days. The
crisps have returned to their original larger size, and the packs include retro designs based on the original packs, featuring
three of the original four monsters. "Roast Beef" flavour features the Pink Monster as originally, "Pickled Onion" features the
Yellow Monster and "Flamin' Hot" is marketed with the Blue Monster. The orange monster was not brought back. A Mega
Monster Munch website was launched to coincide with the relaunch.

Limited editions
Throughout the years there have been several limited edition flavours available for a short period of time. A "Baked Bean" flavour was
made available in 2003 for Comic Relief. A "Vanilla Ice Cream" flavour was released in 2004, and was received with mostly negative
reaction. This type of monster munch was non-savoury, and it contained sugar instead of salt. There were also variants that could turn the
consumer's
tongue a different colour. This usually meant the tongue was turned blue, though a variant that could turn the tongue either blue or
green was available for a time. A Product Called "Mega Monster Munch Webs" was sold starting from Halloween 2013 and came in
a bacon flavour. This product has been popular enough be released every halloween after that.

Target Audience
Walkers is bringing back original Monster Munch specifically for the impulse channel to help drive further growth
in the single serve bagged snacks sector which is worth 163 million in impulse, +2.4% year on year. It is
targeted at adults and was taken following consumer research, which revealed huge nostalgia for this iconic
brand. In fact its the number one snack for fun and hunger fill amongst men aged 18-24. The research showed
a preference for the old texture, flavour, crunchiness and the larger piece size of the corn snack. This activity will
not only appeal to this core 18-24 target consumer, but also to a broader audience who remember eating
Monster Munch in the 70s, 80s and 90s.
Our research has proven that consumers absolutely love Monster Munch the way they used to be and want to
be able to buy them in their local store. Monster Munch is already a bestseller in the impulse channel and this
re-launch will provide retailers with monster sales! Make sure you stock up and use POS material to ensure high
visibility in-store.

Audience Research:
The targeted audience is mainly children and adults who would have consumed or baught the product when they
were younger and would now buy it because they would have that nostalgic feeling and would want to have their
childhood back, wanting to live that once again. Which we can see in the use of the words of Dominic South
where he said he believes that the consumers only appreciate nostalgic things because consumers appreciate
things that remind them of old times, especially of their childhoods. This would therefore suggest that they are
aiming on a particular target audience other than children, which are adults.

Further info about the ad:

Monster Munch crisps have become the latest product to be relaunched in an
attempt to ride a wave of 1980s nostalgia. Mr South said he believed that eighties
products were popular again "because consumers appreciate things that remind
them of old times, especially of their childhoods" The producers of this brand,
believe that the consumers only appreciate things that may be special to them, in
other words things that remind them of old times, especially their childhoods. This
could therefore refer to the idea of the advertisers using nostalgia as a main and
the most important technique in the advert in order to grab the attention of the
audience and in order to persuade them.
More info:
http://www.telegraph.co.uk/news/uknews/3110135/Monster-Munch-crisps-relaunched.html
https://www.linkedin.com/pulse/monster-munch-attack-zombie-joe-goyder

SWOT
analysis

They are affordably

priced as one
particular audience is
mainstreamers,
therefore successfully
targets audience.
Has limited editions
which would target a
wider range of
audience, being
successful for the
brand/product itself.

Easy for the

consumer to
buy, can find it in
their corner shop
for a suitable
price.

Strengths

Easy to find in
markets.
Available and
suitable for
everyone.

-Flamin hot
-Pickled onion
-Roast beef
Has a wide range of
flavours available for
the consumer.
Successfully targets
adults through the use
of nostalgia.
Is colourful successfully
targeting its target
audience which is mainly
children.
Successfully targets
children also through
the use of the
monsters on the
packaging.

Also
successfully
targeting
males through
the idea of the
monsters as
males tend to
want to be big
and monster
like.

May be seen as unhealthy for

children which could
decrease the sales as
parents would not want their
children consuming the
product.
Most people may
agree and believe
that the product
itself smells a lot,
therefore most
people do not buy it
due to its smell.

Used to be cheaper in
the previous years,
now a packet could
Audience could have a
even cost 1.
weakness for the
different flavours and
tastes of the product.
Weakness

The size of the crisp

itself used to be bigger
when it first came out, it
then reduced sizes but
due to complaints the
size was then once
again made bigger.

The product used to

have more flavours
available which
would have been
much more
successful in
targeting a higher
range of audience
as there would be
more people
wanting to buy the
different flavours.

They have managed to target a wider range of

audience through:
Expand in size,
- A variety of flavours
may be seen as an
- Targets children through the brightly coloured
opportunity for the
packets
consumer as they
- Targets children once again through the
are having more of
monster characters on the packet - cartoon
what they love.
like
- Targets adults as it is a product produced first
in the year 1977, therefore adults especially
would want to consume the product as they
The flavours would be
Opportunities may have the nostalgic/emotional connection
able to get a wider range
with the product
of audience.
- The sue fo the nostalgic/emotional
connection therefore may also make the
parents want to buy the product for their
children, in order for them to feel the possible
The audience would be much wider than
great things they may have felt, in order for
when it was first produced, as it has
them to actually taste the great taste of the
started tarking the nostalgic (emotional)
product, most parents tend to like the idea of
side of adults and parents who may
their children doing things they used to do
have consumed the product while they
- Also targets more males due to the monsters
were younger.
on the packet as they tend to be the people
who love the idea of being monster like

One threat could be the

change of price from when it
first came out. I had seen on
one of the adverts that a
packet of the Monster
Munch crisp had costed 7p
at the time, however now it
has increased up to 1
depending on the size of the
pack.
This may make the
mainstreamer audience not
want to buy the product as it
may be a bit too expensive
or not worth buying.

Threats

Many other competitors

around the UK
-other walkers products
(crisps)
-pringles
-doritos
-

One threat could be that it is a

snack therefore may be seen as
unhealthy for children and one of
the targeted audiences which
are the parents and adults, may
not want their children,
nieces/nephews etc consuming
the product as it will not be
healthy for them.