- Ahead of the FIFA World Cup 2026TM, Walkers, Doritos and Wotsits are set to launch a major on-pack promotion, alongside football legend-themed Walkers core reskins.
- The campaign is supported by a selection of globally inspired flavours and a limited-edition cheesy icon
The FIFA World Cup 2026™ presents a major opportunity for retailers to drive savoury snacking sales during the biggest sporting event of the year[1]. Kicking off its partnership as an official sponsor of the tournament, selected promotional packs of Walkers, Doritos and Wotsits* will feature a QR code giving shoppers the chance to win instant prizes‡. These include FIFA World Cup 2026™ merchandise, home viewing bundles and food delivery vouchers, as well as entry into a high-value grand prize draw of 2 x £10,000 (or € equivalent).
Shoppers will also be able to spot football legends including Sir David Beckham, Thierry Henry, and Lionel Messi on pack across Walkers core 150g sharing range, helping to drive further excitement and visibility in-store. All three of those stars will also feature alongside Alexia Putellas and Steve Carrell in Walkers’ “The Greatest Watch Party Ever” TV ad in the run-up to the tournament. Together, this activity is designed to support increased frequency, higher basket spend and overall sales.
To further celebrate the partnership, a line-up of new, globally inspired flavours is launching across Walkers, Doritos and Wotsits. The range includes three new, limited-edition Walkers flavours: Walkers English Bangers & Mash, Walkers Wavy Spanish Queso and Walkers MAX Portuguese Chorizo & Onion. A new Doritos flavour – Mexican Beef Taco – will also be unveiled, which will remain as a permanent addition to the Doritos range following the tournament. What’s more, Wotsits Golden Balls will launch a limited-edition, Smokin’ Cheese flavour snack in a fun, golden football shape to celebrate the tournament.
Major sporting tournaments present a significant opportunity for retailers to drive growth within the savoury snacking category, as shoppers enjoy games at home with friends and family. The new Walkers & Doritos flavour innovations will introduce a fully non-HFSS range of products inspired by global cuisines, celebrating the international spirit of the FIFA World Cup 2026™. Launching alongside the other new flavours, Wotsits Golden Balls is perfect for sharing and designed to drive additional excitement in the category with cheesy snack lovers.
Rob Pothier, Portfolio Marketing Director at Walkers, comments: “With crisps a classic choice when watching sport, the FIFA World Cup 2026™ is a key calendar moment for retailers to drive category growth. The activity across our core range, supported by a standout on-pack activation, aims to support retailers in achieving exactly that.
“What’s more, Walkers’ new limited-edition flavours, which capture the essence of the tournament with their global inspiration, will give shoppers more matchday choice and help retailers tap into football fever this summer. Football is a team game and by including Doritos Mexican Beef Taco and Wotsits Golden Balls, we’re bringing even more excitement to snacks fixtures for retailers, and big football fixtures for fans.”
The Walkers and Doritos limited edition flavours will launch in a variety of sharing, grab bag and multipack formats, running alongside the FIFA World Cup 2026™ on-pack promotion from 11 May to 7 August 2026. The activity will be supported by a 360° No Walkers, No Game marketing campaign, bringing the excitement of football into homes and watch parties across the UK.
T&Cs: ‡UK & ROI, 18+. Starts 08:00 11/05/26. Ends 23:59 07/08/26. Buy a promo pack, scan the QR code, enter your details and pack code. Instant Win Prizes: 36 x supporter viewing bundles, 600 x Official FIFA World Cup 26™ t-shirts, hoodies or polos, 200 x Official FIFA World Cup 26™ Replica Match Balls or Mini Balls, 850 x £25 (or € equivalent) online food delivery e-Gift card, and 1000’s of Walkers 6-pack multipacks. All participants automatically entered into Grand Prize Draw. Grand Prizes: 2 x £10,000 (or € equivalent). Max 2 entries/day. Max 1 Instant Win Prize and 1 Grand Prize per person. Retain pack. T&Cs: nowalkersnogame.com/en-gb/football.
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