Leading the charge will be the introduction of a premium brand, Golden Skins, a thick-cut crisp that will have the potato skin left on.
Golden Skins will rival brands including Walkers' Sensations, Burts and Kettle Chips. It will be available in flavours such as Mexican Chilli & Cheese.
Golden Wonder is also re-introducing its Ringos brand that was successful in the 70s and 80s. From mid-August, it will be available in three flavours: Salt & Vinegar, Pickled Onion and Cheese & Onion.
Separately, the company is creating a snack-pot package for both its Nik Naks and Wheat Crunchies brands. The new formats will pit the brands against snack-pot rivals including Procter & Gamble's Pringles.
All three initiatives will be supported by heavyweight advertising through J Walter Thompson.
Golden Wonder is also to carry out major sampling campaigns to drive consumer trial and build awareness.
In May, the company announced it was overhauling its original crisp brand in the first phase of its reinvigoration strategy (Marketing, May 6).
So far it has spent more than £1m on the relaunch campaign, which is targeting men aged 16-30.
The Golden Skins crisp has been trialled in Northern Ireland and Scotland, with the focus now shifting to the Greater London area ahead of a national launch within two years.
Golden Wonder is predicting a further uplift in marketing spend for the rest of the year. The company spent less than £1m on promotion last year.
So far this year it has spent £2.5m on promoting Nik Naks.
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