Walkers MAX new non-HFSS launches – still delivering maximum flavour


Walkers MAX, will be adding two new bold flavours to their MAX Strong range – Fiery Prawn Cocktail and Hot Sauce Blaze. The new products answer the demand from consumers for exciting new flavours which are non-HFSS, without compromising on taste.

With a quarter of Brits currently purchasing MAX products, the new additions tap into consumer demand for both bold and recognisable flavours. In fact, the MAX brand has already seen nine per cent sales growth since 2019. Strong flavours have been doing particularly well in the savoury snack category, with Prawn Cocktail in 120 per cent growth and hot flavours growing by 15 per cent.

The launches form part of Walkers’ ambition for 50 per cent of its snacks sales to come from products classified as non-HFSS or from products sold in portions of 100 calories or less by 2025. The launch will follow Walkers non-HFSS range 45 per cent Less Salt, already in supermarkets, to further encourage consumers towards healthier choices

“The Walkers MAX Stong range has delivered some of the boldest flavours in the savoury snacks category,” said Jonathan Roberts, Senior Brand Manager at Walkers MAX. “Snacking remains a huge part of day-to-day UK life, and so taste is incredibly important as it remains the #1 driver when it comes to choosing a snack. These new strong flavours, with lower levels of fat and salt, will greatly appeal to this younger generation by delivering maximum flavour.

“With consumers looking for healthier snack options, we’re determined to ensure non-HFSS options don’t mean less flavour for MAX consumers and that we continue to deliver a product that they know and love. These new strong flavours add excitement and stand out on shelf and are therefore a must stock for retailers.”

Walkers MAX Strong Fiery Prawn Cocktail and Hot Sauce Blaze will roll out nationally to grocery and convenience channels from 1 August.