Walkers unveils new packaging in major brand update

Walkers has revealed a comprehensive redesign of its packaging, marking the most extensive visual update in the brand’s near 80-year history. The new look spans its core crisp range and reflects a shift towards a more contemporary identity inspired by the brand’s potato-to-pack heritage. Central to the refresh is a sun-themed logo and a stronger emphasis on the use of British potatoes and simple ingredients across the portfolio. Packs will also carry the signature of founder Henry Walker as a nod to the brand’s origins and long-standing position in the UK market.

As part of the rollout, Walkers plans to introduce a national on-pack promotion aimed at boosting in-store engagement. Running for four weeks from 26 January, the “Golden Potato” campaign will offer shoppers the chance to win a range of prizes, including £10,000 for those who find a winning ticket featuring a golden potato. The activity will be available on Ready Salted, Cheese & Onion and selected multipack formats, with additional golden packs redeemable for instant prizes. The promotion draws inspiration from Walkers initiatives of previous years and is intended to support visibility as the updated packaging appears on shelves.

The redesign also extends to Walkers’ Better-For-You ranges. Walkers Oven Baked, previously known as Walkers Baked, transitioned to its updated look in December and now features more prominent ingredient cues. The Oven Baked range has been expanded with two new flavours — Slow Roasted Beef and Sun Dried Tomato & Basil — both available in 150g sharing bags, marking the brand’s first move into the larger sharing format. The refreshed design reinforces the baked-not-fried positioning of the range.

Further updates will follow for the Walkers 45% Less Salt line, which will adopt the new visual identity from mid-February and be renamed Walkers Lightly. The product will continue to highlight its reduced-salt content compared with standard potato crisps.

The packaging refresh will be supported by a wider multimedia campaign scheduled to begin in mid-February.

In addition to the official announcement, some observers within the food and packaging sector have suggested that the scale of the redesign may indicate further news to come. Industry speculation points to the possibility of new product launches or broader brand developments, with some questioning whether a logo change of this magnitude signals plans beyond a visual update. Walkers has not commented on these rumours.