[London] PepsiCo U.K. will launch a lower-fat potato chip in January based on the "Mr. Potato Head" toy in an effort to address U.K. regulators' concerns about child obesity. PepsiCo is expected to back Walkers Potato Heads with a major campaign by Omnicom Group's Abbott Mead Vickers BBDO
, the agency for Walkers Crisps, the U.K.'s biggest snack brand with annual sales of $984 million. Potato Heads, sold in flavors including prawn cocktail and cheese and onion, will contain 30% less total fat and 70% less saturated fat than Walkers' standard potato chips. PepsiCo licensed the use of the Mr. Potato Head character from toy maker Hasbro.