The savoury snacks category remains resilient – returning 1.3% growth over the past year.
But the brands truly thriving are those forging authentic connections with consumers while delivering variety and exceptional taste.
And this is where PepsiCo’s flagship brands Walkers and Doritos are leading the charge. Walkers is growing ahead of the category at 2.2% and increasing penetration, while Doritos surpassed £250 million in retail value and earned Food Brand of the Year at The Grocer Gold Awards 2025.
Over the past year, PepsiCo has doubled-down on making its brands part of cultural moments that matter. The rapid growth of sports snacking presents a significant opportunity to unlock at-home viewing occasions and Walkers has maximised this shift through strategic football partnerships.
As the Official Crisp of Football through UEFA Champions League sponsorship and its multi-year No Walkers, No Game campaign for the Women’s Euros, Walkers has embedded itself as the essential companion to football viewing. Doritos has also maximised its presence in at-home viewing occasions through partnering with some of the biggest names in the business: Warner Bros.’ A Minecraft Movie and the series finales of Netflix’s Squid Games and Stranger Things.
Watch our exclusive video interview with Wayne Newton, senior marketing director at Walkers and Rob Pothier, marketing director for portfolio marketing at PepsiCo to discover:
- How cultural moments and major sporting occasions are driving new growth opportunities
- What consumers are really want from their bagged snacks
- Why outside-the-box innovation is becoming essential to win in snacking
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