New-look Walkers Crinkles Variety bag

Walkers has redesigned the packaging for its Crinkles brand in an effort to “re-engage” consumers.

The move by the Leicester crisps giant follows a 7.1% drop in value sales of Crinkles [Nielsen 52 w/e 10 September 2016].

The revamped packs feature simplified artwork, an updated Crinkles logo and larger Walkers branding. The bags will be available from December in Cheddar & Onion, Salt & Malt Vinegar, Simply Salted, Flame Grilled Steak and Variety variants (rsp: £1/six-pack).

The new-look packaging retained Crinkles’ key brand values while adding a “more contemporary design, which will give it greater standout on shelf,” said Walkers marketing director Thomas Barkholt.

“We felt the time was right to refresh the packaging, ensuring that it respects the brand’s value proposition in the Walkers portfolio,” he added. “We’re confident that with an already strong consumer resonance and brand love, that the new look packaging will be a hit with shoppers.”