Walkers revamps packaging and introduces new flavours

Gary Lineker: Walkers brand ambassador in what's that flavour? by AMV BBDO
Gary Lineker: Walkers brand ambassador in what's that flavour? by AMV BBDO

Walkers has boosted its commitment to sourcing its ingredients from Britain by introducing a range of new British flavourings, which will be supported by a major campaign featuring Gary Lineker

PepsiCo-owned Walkers has introduced new flavourings including Cheddar from Somerset, , and Sour Cream from Dorset

The move  is Walkers' latest salvo to emphasise its British credentials. It has been using only British potatoes since 2007.

However, some of Walkers' ingredients, such as onions, will continue to be sourced from overseas.

As part of the brand revamp, Walkers has overhauled its packaging, which will feature a Union Jack potato and an updated logo (see below).

The advertising support will also include tractor-shaped display units in stores and depots.

Tomatoes from the Vale of EveshamCheese & Onion new packaging

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