Walkers has announced a £20m relaunch of its core crisp range following a reduction in fat and salt content – said to be the most significant change in the brand’s history.
A new healthier recipe sees the crisps cooked in sunseed oil and containing 70% less saturated fat than in 2005. In addition, three new flavours are launched: spicy chilli, lamb & mint and Cheddar cheese.
Neil Campbell, Walkers general manager, said: “Nowadays our customers are looking for snacks that don’t just taste great but are also better for them. We have reduced the fat and salt levels in our crisps to make them healthier without compromising on taste. Although this is the biggest single step we’ve taken, it isn’t the first and won’t be the last.”
The launch is supported by an extensive marketing campaign, including new TV advertising featuring Gary Lineker and leaflets being sent to more than three million households.