Walkers, Britain’s most loved crisp brand[1] has unveiled the largest brand refresh in its nearly 80-year history, a bold new visual identity across its core range, signalling a new chapter for the iconic brand. Inspired by Walkers’ farm-to-crisp story, the refreshed design features the new sun-inspired logo, while championing the real ingredients and 100% Great British potatoes at the heart of every pack. Every pack will also display the signature of the brand’s founder, Henry Walker, a subtle reminder of the brand’s heritage and long-standing commitment to quality, which has made Walkers a British icon since 1948.
Rolling out alongside the new look, Walkers is introducing a new flavour, Hot Honey, from 12th January. The new, non-HFSS variant will join the Walkers core range and builds on the brand’s growing Flavours of the World line-up, following the launch of Sticky Teriyaki and Masala Chicken in 2025. Hot Honey offers more choice for snackers who want to combine sweet and savoury, with online searches for the flavour up 174% in the past three years[2].
To further amplify excitement in-store, and celebrate its love for Great British potatoes, Walkers will launch a four-week ‘Golden Potato’ promotion from 26th January with over 500,000 prizes to be won. The national treasure hunt invites shoppers to find a ticket with a golden potato inside Walkers Ready Salted, Cheese & Onion, and selected Variety multipacks* to win £10,000, or a gold pack that secures a pack prize instantly. The promotion is inspired by Walkers promotions of the past, tapping into a sense of nostalgia and building momentum behind the brand as the new packs land in store.
Wayne Newton, Marketing Director at Walkers, said “This is a landmark moment for Walkers as we undergo a complete redesign. For the first time in many years, we are bringing a completely new visual identity to the brand – one that champions our heritage, elevates the message around the use of our quality ingredients, and injects new energy into the category.
“Alongside this, the introduction of our Hot Honey flavour helps reinforce our leadership in flavour innovation, tapping directly into the trends that are exciting younger shoppers. Our Golden Potato promotion also gives retailers an unmissable opportunity to drive excitement and keep Walkers front of mind for shoppers. It’s a significant step forward for Walkers and the start of an incredibly exciting year for the brand.”
The new look also extends across the Better-For-You portfolio, with Walkers Oven Baked, which was formerly Walkers Baked, updated in December. The Walkers Oven Baked Range includes two new additional flavours: Slow Roasted Beef and Sun Dried Tomato & Basil, also available in 150g sharing bags – the brand’s first entry into the format. The new design puts the quality ingredients front and centre, serving as a vibrant reminder that Walkers Oven Baked crisps are always baked, never fried.
Walkers 45% Less Salt** is also set to follow with new packaging that aligns with the core range from mid-February, and will be renamed Walkers Lightly. It will retain its 45% less salt* than average potato crisps claim on pack.
The Walkers rebrand will also be supported by a wider 360 multimedia campaign from mid-February.
Rolling out widely across the grocery channel, the Walkers Hot Honey flavour will be available in a 6-pack format at an RRP of £2.15.
*all variety multipacks containing Walkers Ready Salted or Walkers Cheese & Onion. Golden potato tickets available within Ready Salted or Cheese & Onion individual packs only.
**vs. the average salt value of regular potato crisps
[1] For claim verification, see www.walkers.co.uk/mostloved
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