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Golden Wonder-ful new look that packs more punch

Golden Wonder
Andy Marino
By Andy MarinoJul 10, 2025
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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Key Summary

  • Golden Wonder unveils major packaging refresh – the first in a decade
  • New design brings to life the brand’s 'More Punch Per Crunch’ message
  • Rolling out across impulse, multipacks, and £1 PMP sharing format

Golden Wonder crisps is proudly revealing a major packaging refresh – the first in a decade – bringing a modern new look that perfectly reflects the brand’s personality, big flavour and crisp-y crunch.

It’s been over 75 wonderful years since Golden Wonder began in Edinburgh in 1947, when local baker William Alexander fried his first batch of crisps. Since then, the brand has built a proud history of innovation – including being the first to launch Ready Salted in 1961 and the UK’s first Cheese & Onion flavour in 1962.

New punchy look … same crunch

The new design brings to life the brand’s "More Punch Per Crunch" message, with eye-catching packs that shout flavour and crunch from the shelf.

The new packaging heroes a refreshed Golden Wonder logo supported by bright, engaging colours and mouth-watering crisp photography.

The new look will roll out across impulse, multipacks, and £1 PMP sharing formats, giving standout shelf presence across all channels.

Flavour innovation inspired by Wonder-ful fans

Golden Wonder has also expanded its flavour line-up with two exciting additions:

  • Salt & Chilli Chicken - with the growing demand for spicier, more adventurous snacks, this flavour was a must. Inspired by the Chinese takeaway favourite, this new flavour is a daring edition to the crisp market. With Chinese food now topping takeaway polls across the UK, Salt & Chilli Chicken is sure to be hugely popular.
  • Chip Shop Curry – in 2022, to celebrate the brand’s 75th birthday, Golden Wonder invited fans to vote on a returning flavour. Chip Shop Curry won hands down – and after a hugely successful limited-edition run, it’s now been added to the permanent range as a multipack.

Your customers will know all about it

The refreshed range will be supported by a significant consumer marketing push including radio, YouTube and Social Media advertising from August to November. And a big splash across trade press – so stock up now.

golden wonderpmp

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