£20m relaunch for Walkers Crisps

The Walkers Crisps brand is being given a £20m facelift by owner Pepsico, with three new flavours and a lower-fat, lower salt recipe.

The three new flavours are Spicy Chilli, Lamb & Mint, and Cheddar Cheese. Lamb & Mint will be available in Walkers Big Eat pack size, popular in the pub market, as well as the standard 34.5g pack size. At the same time, the brand logo and pack design have been revamped.

All crisps in the Walkers range are now cooked in Sunseed oil, a sunflower oil with lower levels of saturated fats. The level of salt has also been reduced to just half a gramme - the same as a slice of bread and just 8 per cent of the recommended daily amount.

These changes will be supported by the £20m marketing campaign featuring Walkers frontman Gary Lineker in new TV ads, as well as press and poster campaigns. POS will be available to the pub trade.

Neil Campbell, Walkers general manager, said: "customers are looking for snacks that do not just taste great but are also better for them.

"We have reduced the saturated fat and salt levels in our crisps to make them healthier without compromising on taste at all."

However, fans of Walkers Pickled Onion, Worcester Sauce and Heinz Tomato Ketchup flavour face the grim news that all three have been dropped from the range in England and Wales to make room for the new flavours.

However, Pickled Onion and Tomato Ketchup will still be sold in Scotland, where they are among the brand's best sellers.