Paul Lettice, P&G’s trade communications manager, says the market for premium large sharing bag products grew by 21% and 13% over the last two years – ahead of all other segments.

With that in mind P&G has developed a range of six products which will be the subject of a “multi-million pound” support package this year – TV, print, online and sampling “which will be huge”.

The product range comprises: Italian Cheese with a Hint of Garlic; Thai Sweet Chilli; Sea Salt & Balsamic Vinegar; Spicy Szechuan BBQ and Sundried Tomato with Basil and Paprika. They are all available in 150g bags which retail at £1.48.