- Japanese flavours rising by 60 per cent in the salty snacks segment; Tikka Masala flavour continuing to grow in popularity
- With reduced salt, the new flavours offer a great-tasting non-HFSS choice that can be displayed in key locations in-store
- Walkers’ “Flavourite” campaign is going live in September
Walkers crisps is continuing to lead innovation in the savoury snacking category with the launch of two flavours inspired by tastes from around the world – Sticky Teriyaki and Masala Chicken. Responding to consumer’s evolving taste buds, Walkers is adding to its permanent core range – a milestone moment driven by the nation’s appetite for flavour discovery.
With the Tikka Masala flavour continuing to grow in popularity and interest in Japanese flavours rising by 60 per cent in the salty snacks segment, these additions are designed to inject excitement into the category, driving shopper engagement and delivering greater flavour variety alongside core favourites.
Landing on the two new flavours took a year of rigorous testing, a six-step process and 63 different flavour variations. With the final results being not only delicious but also containing less salt, meaning they simply had to be added to the permanent line-up. Plus, with reduced salt, these flavours offer a great-tasting non-HFSS choice that can be displayed in key locations in-store to drive impulse sales.
Sticky Teriyaki and Masala Chicken flavours will be available in 6-pack multipacks, 45g grab bags, and 70g PMPs – catering to a wide range of shopper missions, from on-the-go snacking and sharing occasions to value-driven purchases. This versatile format range helps retailers unlock the full potential of the launch.
“Walkers has long been known as a category leader for flavour and innovation,” said Wayne Newton, Senior Marketing Director, Walkers Snacks at PepsiCo. “Masala Chicken and Sticky Teriyaki bring exciting, globally inspired flavours that strongly resonate with UK consumers. By expanding our permanent line-up, we are giving shoppers even more choice when it comes to the flavours they love, and helping retailers boost basket spend.”
Sticky Teriyaki and Masala Chicken join other fan favourites in the brand’s non-HFSS portfolio. Over the past three years, the brand’s non-HFSS offering has expanded with the return of Worcester Sauce and Tomato Ketchup flavours in early 2025 – both of which have flown off the shelves. Alongside the new and returning flavours, several Walkers favourites including Salt & Vinegar, Prawn Cocktail, Smoky Bacon, and BBQ, have also transitioned to non-HFSS.
The move is part of PepsiCo’s decades-long portfolio transformation journey and was made possible thanks to innovative R&D processes to deliver the same classic Walkers crisps people know and love, with lower salt. Great tasting crisps and flavour variety are a priority for the brand, with this latest flavour development forming part of the company’s ongoing portfolio transformation journey which focuses on offering fans great flavour and even more variety.
The launches come ahead of Walkers’ “Flavourite” campaign going live in September, which celebrates consumers’ love for their favourite Walkers flavour. The campaign centres on the idea that not every flavour is for everyone, but everyone has the one flavour that they love. It will span TV, out-of-home, digital, PR, social and shopper media, ensuring maximum visibility and talkability throughout September and October.
Newton added: “With this campaign, we’re sparking a nationwide conversation and are encouraging people to share, debate, and celebrate their favourite Walkers flavours. It’s all about embracing the nation’s passion for crisps, from the timeless classics to the tasty newcomers. We have no doubt that Masala Chicken and Sticky Teriyaki will very quickly become the ‘Flavourite’ choice for many consumers.”
The new flavours will be available across grocery, impulse and wholesale starting from the last week of August in various formats – six-pack multipacks at RRP £2.15, 45g grab bags at RRP £1.10 and 70g PMPs at RRP £1.35.