Walkers to shift entire portfolio away from HFSS

Walkers has announced plans to make healthier products 50 percent of its sales by 2025, as it redevelops its entire snacks portfolio.

With an initial investment of £35 million over the next three years, the company will reformulate or launch new products that do not classify as high in fat, salt and sugar (HFSS), hoping to generate 30 percent of sales with these snacks. It is also aiming for an additional 20 percent of sales to come from snacks with 100 calories or less per packet.

Earlier this month the company launched its first non-HFSS crisp range, Walkers 45 percent Less Salt, with plans for more reformulated snacks to feature on supermarket shelves in the near future. These include Doritos Dippers, Popworks and Walkers Baked – a brand already worth £64m in retail sales value (RSV) according to Nielsen, and contains 50 percent less fat than regular crisps.

Walkers will also launch a new healthier non-HFSS crisp range in the future. The brand will look to develop methods to reduce saturated fat and salt without changing the taste and flavour of products.

Parent company PepsiCo’s general manager of UK & Ireland, Jason Richards, says: “This is a significant milestone in our long-term commitment to provide smart, snacking choices, without compromising the taste. We’ve been making changes to our portfolio over many years, but now is the time for even bolder action.

“We have set ourselves the ambitious goal of a 50 percent sales target for non-HFSS or low calorie snacks. We’ve got a long way to go from where we are now, but we’re determined to make this happen.”

The move comes as part of PepsiCo’s strategic health and sustainability plan, PepsiCo Positive.

A proposed HFSS ‘ad ban’ by the government looks to limit the in-store and online promotion and advertisement of HFSS foods, including a ban from advertising before the 9pm watershed.