It's crunch time for one of the UK's iconic snack brands, Golden Wonder, as it finds itself in the hands of administrators.
Parts of the failed company, the first to introduce flavoured crisps [potato chips] over40 years ago, are to be sold in a bid to save selected brand names and some of the 850-strong workforce.
Golden Wonder was market leader throughout the 1960s and 1970s until being overwhelmed by PepsiCo-owned rival Walkers, the dominant force since the early 1980s.
Golden Wonder lost £10.8 million ($19m; €15.7m) on sales of £87.8m in 2004 and the administrator Kroll said losses in 2005 were "significant".
The company's problems were worsened by increasing concern in the UK over obesity and levels of salt intake which caused the snacks market to sag.
Ironically its healthier Golden Lights range was one of the few crisp brands to perform well last year - together with Walkers Quavers and Lites and McCoy's.
Data sourced from Financial Times Online; additional content by WARC staff