Britain’s top-selling crisps brand looks set to get a makeover.
PepsiCo subsidiary Frito-Lay has applied to register a new-look Walkers logo with the Intellectual Property Office, under classes 29 and 30, covering potato chips and corn chips.
The updated logo retains the yellow disc, red banner and white font of the original. However, pale yellow rays now emanate from the centre of the disc and a red outline has been added to the design.
Meanwhile, the red banner has been elongated and repositioned in the new-look logo, so that the brand name is set diagonally rather than horizontally.
PepsiCo had not responded to requests for comment by the time of writing.
The manufacturer last rolled out revamped pack designs for Walkers in 2021, adding a QR code, which redirected shoppers to information about its sustainable sourcing methods.
Walkers’ value sales grew by 1% to £1.5bn in 2024, but its £14.3m gain was down to a 2.9% increase in average pack price [NIQ 52 w/e 31 December 2024]. It sold 17.3 million fewer packs overall through the tills.
The bulk of Walkers’ unit losses came from its core lineup, which shifted 19.8 million fewer units. Its better-for-you ranges Baked and 45% Less Salt also failed to excite shoppers, selling 12.8 million fewer packs in total.
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