Walkers has extended its core crisps lineup with a duo of ridge-cut variants.
Available exclusively in Sainsbury’s, the Wavy Cut lineup (rsp: £2/140g) comprises Lea & Perrins Worcester Sauce and Sticky Teriyaki, both of which are HFSS-compliant.
The former builds on Walkers’ continued partnership with Heinz, while Sticky Teriyaki was the bestselling crisps flavour in the brand’s ‘Flavours of the World’ range, it said.
They were developed to tap growing demand for sharing formats and ridged crisps, said Walkers.
Meanwhile, the 140g sharing bag offered retailers a “strong opportunity to drive sharing sales with a premium offering that taps into evolving shopper demand and the continued growth of the ridged crisps segment”, it added.
The launch will be supported by in-store PoS in Sainsbury’s, ahead of a wider retail rollout next year.
“We know consumers are seeking more exciting taste experiences,” said Christopher Crimmins, marketing manager at Walkers owner PepsiCo. “The launch of Walkers Wavy Cut has been designed to meet this demand, while offering a premium format that will help Sainsbury’s drive sales of higher-value lines.”
Walkers teamed up with Heinz to revive its Lea & Perrins Worcester Sauce crisps with a non-HFSS recipe last March. It added Sticky Teriyaki crisps last August, coinciding with the announcement that it had reformulated its core crisps lineup to make it HFSS compliant.
Value sales of Walkers crisps slipped 0.5% to £597.7m, on volumes down 3.2%, in the year to 24 January 2026, according to NIQ data.
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