Walkers Crisps Undergoes Largest Brand Transformation in Nearly 80-Year History

Historic Brand Refresh Marks New Era for Britain’s Favourite Crisps

Walkers has unveiled what it describes as “the largest brand refresh in its nearly 80-year history”, introducing a bold new visual identity that champions the brand’s heritage whilst injecting fresh energy into the snack category. This transformation is particularly significant for British consumers, as Walkers remains the nation’s most beloved crisp brand, and the changes signal the company’s commitment to innovation whilst honouring tradition.

The timing of this overhaul is strategic, responding to evolving consumer preferences for transparency, quality ingredients, and exciting flavour experiences. As shoppers increasingly scrutinise product packaging and seek both healthier options and adventurous tastes, Walkers’ comprehensive refresh positions the brand to remain relevant for years to come.

New Look Features Sun-Inspired Logo and Founder’s Signature

Core packs now feature a “sun-inspired” logo and hero British potatoes, emphasising the farm-to-crisp journey that defines the brand. Each pack also displays the signature of founder Henry Walker – “a subtle reminder of the brand’s heritage and long‑standing commitment to quality”, connecting today’s consumers with the brand’s roots dating back to 1948.

Better-for-you ranges Baked and 45% Less Salt have been renamed Oven Baked and Walkers Lightly, with the revamped Oven Baked range launching in December alongside Slow Roasted Beef and Sun Dried Tomato & Basil variants. Meanwhile, Walkers Lightly packs will arrive in mid-February.

Hot Honey Flavour Taps Into Global Trend

Perhaps the most exciting development is the expansion of Walkers’ Flavours of the World lineup with a trendy Hot Honey variant, hitting shelves on 12 January. This follows the successful launch of Sticky Teriyaki and Masala Chicken flavours in 2025, demonstrating Walkers’ commitment to flavour innovation.

Wayne Newton, marketing director at Walkers, stated: “This is a landmark moment for Walkers as we undergo a complete redesign. For the first time in many years, we are bringing a completely new visual identity to the brand”.

Golden Potato Promotion Offers Prizes

To celebrate the refresh, Walkers will launch a four-week-long ‘Golden Potato’ promotion on 26 January, with over 500,000 prizes to be won, inviting shoppers to look for golden potato tickets inside selected multipacks for the chance to win £10,000.

This transformation represents more than cosmetic changes—it signals Walkers’ determination to lead the crisps category through innovation, quality messaging, and consumer engagement, ensuring the iconic British brand remains a household staple for future generations.