Walkers has unveiled a brand new look for some of its most popular family snacks, backed by its biggest ever TV campaign live from today.

The makeover includes a 30 percent reduction on average in outer packaging, freeing up shelf space for retailers.

The new packs emphasise the iconic Walkers logo and include new calorie claims and information to help inform buying decisions. Each multipack bag within the range contains less than 110 calories, with some containing as little as 79.

The new design launches across Walkers Quavers, Wotsits, Monster Munch, Squares and French Fries, including all pack formats such as singles, multipacks, sharing and grab bags.

“This range includes some of the biggest and best loved brands in the savoury snacks category. It’s been a whopping ten years since these brands were on TV so it’s fantastic to have them back in the spotlight and reaching over 95% of all adults across the campaign,” said Jennifer Robinson, Walkers brand manager at PepsiCo.

The campaign will run from mid- August until mid- October, and includes shopper marketing and digital activations, besides TV.