Walkers, the UK’s most-loved crisp brand, is launching a new, lower-salt range to cater for people’s evolving snack preferences.   

Made with 100% British potatoes, Walkers 45% Less Salt**, comes in three classic flavours: Mild Cheese & Onion, Lightly Salted and A Dash of Salt & Vinegar, and contains nearly half the salt, while maintaining the great flavour that Walkers is known for.

The move forms part of PepsiCo Positive, the company’s strategic end-to-end transformation plan with health and sustainability at the centre. Walkers 45% Less Salt** is also the crisp maker’s first full range to be non-HFSS (non-high fat salt sugar).

With great taste at the forefront of every innovation from Walkers, the product has performed strongly in consumer taste testing. 8 out of 10 consumers felt that Walkers 45% Less Salt** Mild Cheese and Onion exceeded expectations for a crisp with 45% less salt and highlighted that there was no perceived taste compromise[1].

The range launches as consumers are increasingly looking for great-tasting lower salt snacks: 79% of people surveyed said that eating less salt is important to them for their health[1].

For over 15 years, Walkers has made a major contribution to salt and saturated fat reduction in the snacking category. From cutting saturated fat in Walkers crisps by 70%, to lowering sodium content by 25% in potato crisps, and 55% in other snacks, Walkers is committed to creating snacks that meet changing consumer needs for both nutrition and enjoyment. 

Rachael Smith, Senior Marketing Manager at Walkers says: “With lower salt alternatives now reaching over 70% of UK households[2], we know consumers are always looking for great-tasting options. We firmly believe that this choice should never come at the expense of delicious flavour and with our new range, we’re on a mission to prove that less salt is unexpectedly tasty. Our latest launch answers the demands of shoppers, whilst helping retailers to capitalise on a growing consumer trend.”

The crisps are availiable in all major grocery multiples from this month. Walkers 45% Less Salt** range includes some of the most loved and iconic flavours: Mild Cheese & Onion, Lightly Salted and A Dash of Salt & Vinegar. The launch will be supported with a multimillion campaign across in-store activations, TV and digital advertising.

[1] (Walkers Simply Mild Cheese & Onion PCI 2119408 – SCPI Consumer Report – Product Decision Test, June 2021 (n=200). Consumer testing SCI consumer report with 200 consumers.

[2]  (Kantar Worldpanel | FMCG Panel | Total Grocery | 52w/e 11th July 2021)

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