Taste Icons Range

Walkers is celebrating local restaurants with the launch of new limited-edition Local Taste Icons flavours. The line-up has been inspired by four standout local restuarants and includes:

- Madras Curry – inspired by The Radhuni, Edinburgh

- Thai Green Curry – inspired by Mantra Thai Dining, Newcastle

- Fish & Chips – inspired by The Wetherby Whaler

- Chicken Burrito – inspired by Yucca, London

Walkers Local Taste Icons are available now across grocery and impulse in multipacks of five, grab bags and £1 price-marked packs. The launch will also be supported with a TV campaign airing across September and October plus disruptive in-store media, digital communications (Facebook, Instagram, Twitter, YouTube) and OOH advertising.

A supporting on-pack promotion also aims to drive footfall to local establishments by offering a £5 off discount at participating restaurants. Every packet of Walkers Local Taste Icons directs shoppers to walkers.co.uk/local where they can search for their local restaurant and claim £5 off using a QR code voucher.

Walkers senior brand manager at PepsiCo Katherine Cook said: “Local businesses have always been there to help out, especially during the pandemic as we have seen retailers and operators coordinate home deliveries and donations to help those in need. We’re proud to support the hospitality industry, not only by promoting four local restaurant owners on our packs and re-creating their delicious dishes on our crisps, but also by giving money back to shoppers.

“The new limited-edition flavours will help to add excitement to the crisps segment, allowing retailers to offer their shoppers something new and drive sales. We have developed a bespoke in-restaurant point of sale kit to drive passing football to local establishments, digital assets and also worked with independent retailers to provide them with customisable posters to direct their shoppers and staff to their nearest local restaurants. In essence, this campaign will help to bring communities together after a challenging 18 months, giving independent businesses an innovative way of supporting each other.”