Walkers has unveiled a major brand refresh inspired by its farm‑to‑crisp story, introducing a new sun‑inspired logo that puts real ingredients and 100% Great British potatoes at the heart of the pack, alongside the signature of founder Henry Walker to honour its heritage dating back to 1948. The relaunch is supported by flavour innovation, with the introduction of a new non‑HFSS Hot Honey variant from 12 January, expanding its Flavours of the World range, and a four‑week ‘Golden Potato’ promotion from 26 January offering over 500,000 prizes to drive in‑store excitement. The new identity also rolls out across Walkers’ Better‑For‑You portfolio, including the newly renamed Walkers Oven Baked range with two new flavours and sharing‑bag formats, as well as Walkers 45% Less Salt, which will become Walkers Lightly from mid‑February. Together, the redesign, new products and promotional activity mark a significant step forward for the brand as it reinforces its heritage, quality credentials and leadership in flavour innovation across the grocery channel. Walkers suggest this is their biggest brand refresh in 80 years!
BBQ - What are the benefits of a brand refresh for a well‑known company like Walkers?
