Walkers has unveiled the largest brand refresh in its near 80-year history, describing it as “a bold new visual identity across its core range, signalling a new chapter for the iconic brand.”
The refreshed design features the new sun‑inspired logo, while championing the real ingredients and 100% Great British potatoes at the heart of every pack.
Packs will also display the signature of the brand’s founder, Henry Walker, a subtle reminder of the “brand’s heritage and long‑standing commitment to quality.”
Rolling out alongside the new look, Walkers is introducing a new flavour, Hot Honey, from 12 January. The new, non-HFSS variant will join the Walkers core range and builds on the brand’s growing Flavours of the World line-up, following the launch of Sticky Teriyaki and Masala Chicken in 2025.
Hot Honey offers more choice for snackers who want to combine sweet and savoury, with online searches for the flavour up strongly in the past three years.
To further amplify excitement in-store, and celebrate its love for Great British potatoes, Walkers will launch a four-week Golden Potato promotion from 26 January, with over 500,000 prizes to be won.
The nostalgic national treasure hunt invites shoppers to find a ticket with a golden potato inside Walkers Ready Salted, Cheese & Onion and selected Variety multipacks to win £10k, or a gold pack that secures a pack prize instantly.
Wayne Newton, marketing director at Walkers, said: “This is a landmark moment for Walkers as we undergo a complete redesign. For the first time in many years, we’re bringing a completely new visual identity to the brand that champions our heritage, elevates the message around the use of our quality ingredients and injects new energy into the category.
“The introduction of Hot Honey helps reinforce our leadership in flavour innovation, tapping directly into the trends that are exciting younger shoppers. Our Golden Potato promotion also gives retailers an unmissable opportunity to drive excitement and keep Walkers front of mind for shoppers.”
The new look also extends across the Better-For-You portfolio, with Walkers Oven Baked, which was formerly Walkers Baked, updated in December. The range includes two new additional flavours - Slow Roasted Beef and Sun Dried Tomato & Basil - also available in 150g sharing bags and the brand’s first entry into the format.
Walkers 45% Less Salt is also set to follow with new packaging that aligns with the core range from mid-February, and will be renamed Walkers Lightly.
The rebrand will abe supported by a wider 360-degree multi-media campaign from mid-February.
Rolling out widely across the grocery channel, the Walkers Hot Honey will be available in a six-pack format with an RRP of £2.15.
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