Walkers has unveiled a “bold” redesign and renamed its Baked and 45% Less Salt ranges for 2026.
Described by Walkers as the “the largest brand refresh in its nearly 80-year history”, core packs now feature a “sun-inspired” logo and hero British potatoes.
They also feature the signature of founder Henry Walker – “a subtle reminder of the brand’s heritage and long‑standing commitment to quality”, according to Walkers.
Better-for-you ranges Baked and 45% Less Salt have been renamed Oven Baked and Walkers Lightly.
The revamped Oven Baked packs rolled into retailers in December, coinciding with the addition of Slow Roasted Beef and Sun Dried Tomato & Basil variants (rsp: £2/150g).
Walkers Lightly packs will hit shelves in mid-February, retaining a “45% less salt” claim.
Meanwhile, Walkers has expanded its Flavours of the World lineup with a trendy Hot Honey variant, which will hit shelves on 12 January in multipacks of six (rsp: £2.15/6x25g).
In line with Sticky Teriyaki and Masala Chicken, which launched in August, Hot Honey crisps are non-HFSS.
On 26 January, Walkers will launch a four-week-long ‘Golden Potato’ promotion, with over 500,000 prizes to be won.
The campaign will invite shoppers to look for a golden potato ticket inside Walkers Ready Salted, Cheese & Onion, and selected Variety multipacks for the chance to win £10,000. Alternatively, they might find a gold pack for an “instant pack prize”.
“For the first time in many years, we are bringing a completely new visual identity to the brand – one that champions our heritage, elevates the message around the use of our quality ingredients, and injects new energy into the category,” said Walkers marketing director Wayne Newton.
“It’s a significant step forward for Walkers and the start of an incredibly exciting year for the brand.”
The revamp will be supported by a cross-channel marketing push, from mid-February.
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