Walkers has today (12 August) announced the launch of two flavours, both inspired by tastes from around the world.
Sticky Teriyaki and Masala Chicken will be joining the brand’s classic line-up, in response to consumer’s evolving taste buds, it says.
The additions are designed to “inject excitement into the category, driving shopper engagement and delivering greater flavour variety alongside core favourites,” Walkers says.
The two new flavours reportedly took a year of rigorous testing, a six-step process and 63 different flavour variations. The final results actually contain less salt, meaning they simply had to be added to the permanent lineup, offering a great-tasting non-HFSS choice that can be displayed in key locations in-store to drive impulse sales.
Sticky Teriyaki and Masala Chicken flavours will be available in 6-pack multipacks, 45g grab bags and 70g pricemarked packs (PMPs), in a bid to cater to a wide range of shopper missions, from on-the-go snacking and sharing occasions to value-driven purchases.
Wayne Newton, senior marketing director for Walkers Snacks at supplier PepsiCo said: “Walkers has long been known as a category leader for flavour and innovation. Masala Chicken and Sticky Teriyaki bring exciting, globally inspired flavours that strongly resonate with UK consumers. By expanding our permanent line-up, we’re giving shoppers even more choice when it comes to the flavours they love and helping retailers boost basket spend.”
The two flavours join other fan favourites in the brand’s non-HFSS portfolio. Over the past three years, the brand’s non-HFSS offering has expanded with the return of Worcester Sauce and Tomato Ketchup flavours in early 2025 – both of which have flown off the shelves. Alongside the new and returning flavours, several Walkers favourites including Salt & Vinegar, Prawn Cocktail, Smoky Bacon, and BBQ, have also transitioned to non-HFSS.
The launches come ahead of Walkers’ Flavourite campaign, which is going live in September, which celebrates consumers’ love for their favourite iconic Walkers flavour. The campaign centres on the idea that not every flavour is for everyone, but everyone has the one flavour that they love. It will span TV, out-of-home, digital, PR, social and shopper media, ensuring maximum visibility and talkability throughout September and October.
The new flavours will be available across grocery, impulse and wholesale starting from the last week of August in various formats. The six-pack multipacks have an RRP of £2.15, the 45g grab bags are £1.10 and the 70g PMPs are priced at RRP £1.35.
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