Saturday, 01 November 2014
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Walkers unveils new packaging

Walkers crisps has introduced new packaging for its core range, which is understood to have been designed by Design Bridge, and references the provenance of ‘Home Grown’ British ingredients.

The new look Walkers crisps

A new look has been designed around new positioning, which brand owner Pepsico is calling, ‘The biggest flavour innovation around the product for ten years.’

The Walkers identity has been tweaked and pack colours are now ‘deeper and richer’ to communicate quality according to Pepsico.

Nine flavours have been renamed and each now carries a strapline. They include: Definitively Prawn Cocktail with Vale of Evesham Tomatoes; Unmistakably Cheese and Onion with Cheddar from Somerset; Classically Ready Salted with Salt from Cheshire; and Distinctly Salt & Vinegar with Real British Vinegar. 

A graphic made to look like a cross section of a potato features the words ‘Home Grown’ across a Union Flag, which can also be seen as a drop shadow.

Tractor-shaped display units, and point of sale featuring ‘iconic British scenery’ will be rolled out in-stores and new ad campaigns will air in March. 

Readers' comments (10)

  • I think this is a great example of a brand which continues to aim to keep moving its brand forward and they are a great marketing set of straplines - sums up in my view exactly what the consumer is looking for in this day and age, quality and reassurance in a brand with an association with natural and wholesome.

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  • I find it silly how they have to go and add the little word "definitely" "unmistakably", classically" and "distinctively", if Walkers make FLAVOURED crisps, and not proper crisps.

    Kettle Crisps actually use the ingredients they associate them with, they use real cheese and real vinegar for their crisps, whilst Walkers just uses "flavours".

    The rebrand is trying to dupe me.

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  • The new cheese and onion flavour is so much better, and to find the cheddar is from Somerset was a pleasant surprise

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  • I have been eating walkers cheese and onion crisps for more than 40 years. I always would buy them to go with almost any sandwich - I would put half in the sandwich and eat the other half as I went along. LOVEd them for so long a brand you could trust. Now they say that all they have done is changed the packaging NOOOOOOOOOOOOOOOO No they have not they are completely different in flavour and they are burnt. I thought it was a fad or they would be like the old ones in other shops. NO they all the same S*%T. Idiots I wish i could get hold of whoever it was to change a brand that as I say has been the same for more than 40 years. Forget the colour of the packet GREEN, BLUE, Black whatever but do not F*%k with the chips. TW%TS

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  • Loved Walkers cheese and onion until this cheddar came in! :-(

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  • New cheese and onion are a million times better!! Always enjoyed the old, but these are far better, just bring on the walkers cheese n chive, gammon n pineapple,ham n mustard, lamb n mint.... Bring em back ! They will be a hit for sure!

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  • I agree with bob andrew, the new packaging is fine but what have the done to the crisps! They are thick and hard, tast overcooked. The fat content hasent changed so what's going on?

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  • The old ones definitely tasted better. Please bring them back Walkers and produce another line of crisps if people want extra cheddar cheesy flavour. They do actually taste slightly more cooked than they used to be as well.

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  • Horrible !??why do these people keep adding different additives can't leave well enough alone another favourite spoilt:(

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  • Please bring back the original salt snd vinegar flavour. The distinctively salt and vinegar are horrible.

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