Walkers is launching a new non-HFSS crisps range with “nearly half the salt” of its standard offering. Simply called ‘45% Less Salt’, the range will debut with three flavours: Mild Cheese & Onion, Lightly Salted and A Dash of Salt & Vinegar. It is the crisps giant’s first fully non-HFSS range. Containing “nearly half the salt” of its hero lines, the snacks maintained “the great flavour that Walkers is known for”, it said. Walkers claimed the snacks had “performed strongly in consumer taste-testing”, with eight out of 10 consumers stating Mild Cheese and Onion “exceeded expectations”. Consumers were “increasingly looking for great-tasting lower salt snacks”, said the brand, adding that eating less salt was important to 79% of people surveyed. “Our latest launch answers the demands of shoppers, whilst helping retailers to capitalise on a growing consumer trend,” she added. The launch will be supported with a multimillion-pound campaign across in-store activations, TV and digital advertising. It comes as other crisps and snacks brands are scrabbling to reformulate products in the run-up to the government’s HFSS clampdown.
