Walkers has announced a significant brand refresh to commemorate its 80-year anniversary. The changes aim to modernize the brand while highlighting its rich heritage. The redesign features a new logo inspired by the sun, which prominently showcases British potatoes.
Key Changes and New Product Names
As part of this refresh, Walkers has renamed its healthier product lines. The “Baked” range is now labeled “Oven Baked,” and the “45% Less Salt” option is rebranded as “Walkers Lightly.” This rebranding is designed to enhance clarity and appeal to health-conscious consumers.
- The new Oven Baked product line will include the Slow Roasted Beef and Sun Dried Tomato & Basil flavors.
- Walkers Lightly will hit shelves in mid-February, keeping the “45% less salt” label.
Expansion of Flavors
Walkers has also broadened its Flavours of the World range by introducing a new Hot Honey variant. This flavor will be available from January 12 in six-pack multipacks. It joins existing flavors such as Sticky Teriyaki and Masala Chicken, both of which launched earlier.
Promotional Campaign
A promotional campaign named ‘Golden Potato’ will kick off on January 26 and run for four weeks. This campaign will offer over 500,000 prizes. Customers will have a chance to find a golden potato ticket in selected multipacks, which can lead to winnings of up to £10,000.
Marketing and Vision
Wayne Newton, Walkers’ marketing director, emphasized that this visual identity shift is a significant advancement for the brand. He expressed excitement about infusing new energy into Walkers, supported by a comprehensive marketing campaign starting in mid-February.
Through these innovations and promotional efforts, Walkers aims to connect with both long-time customers and a new generation of snack lovers. This bold redesign marks an exciting chapter in the brand’s nearly eight-decade history.
