Walkers has unveiled a refreshed pack design across its core range, the brand’s biggest visual update in nearly 80 years.
The new look is based on Walker’s farm-to-crisp story and includes a sun-inspired logo, messaging around “100% Great British potatoes”, and the signature of founder Henry Walker.
Alongside the new packaging, Walkers is launching a new core range flavour, Hot Honey, from 12 January. The non-HFSS variant builds on the brand’s ‘Flavours of the World’ line-up, following the launch of Sticky Teriyaki and Masala Chicken in 2025. It will be available in a six-pack format with an RSP of £2.15.
Walkers will also run a four-week ‘Golden Potato’ promotion from 26 January, with more than 500,000 prizes available. Shoppers who find a ticket featuring a golden potato in Walkers Ready Salted, Cheese & Onion, and selected variety multipacks have a chance to win £10,000 or an instant-win prize.
The updated pack design is also rolling out across Walkers’ better-for-you portfolio. Walkers Oven Baked (formerly Walkers Baked) was updated in December, and the range is adding two flavours: Slow Roasted Beef and Sun Dried Tomato & Basil. Both flavours will also be available in 150g sharing bags – the brand’s first entry into the format.
Walkers 45% Less Salt will also move to the refreshed design from mid-February and will be renamed Walkers Lightly while retaining its “45% less salt than average potato crisps” claim on pack.
A wider multi-channel marketing campaign is set to support the rebrand from mid-February.
