Walkers, the iconic British crisp brand, has kicked off the new year with its most dramatic transformation in 80 years. The company is rolling out a comprehensive rebrand throughout January, headlined by a bold new logo and the launch of a brand-new flavour, Hot Honey.
A Modern New Look for an Iconic Brand
The centrepiece of the revamp is a completely redesigned logo. Walkers describes it as a 'modern sun-inspired' design, with rays radiating from the centre. According to the brand, this visual change is intended to highlight the 'real ingredients and 100% Great British potatoes' that are central to every packet.
In a nod to its heritage, each bag will also now feature the signature of the company's founder, Henry Walker. This refreshed branding will appear across the entire main range, including classic varieties like Ready Salted, Salt & Vinegar, and Roast Chicken.
New Flavours Hit the Shelves
Accompanying the visual overhaul is a significant addition to the product line-up. The new Hot Honey flavour launched on January 6 and is available in six-packs priced at £2.15. This flavour joins Walkers' expanding 'Flavours of the World' collection, which is also set to welcome Sticky Teriyaki and Masala Chicken in 2025.
The rebranding extends beyond the core range. Walkers' Oven Baked Range, previously known as Walkers Baked, will also sport the new logo. This range was recently updated in December with two new flavours: Slow Roasted Beef and Sun Dried Tomato & Basil.
Furthermore, from mid-February, the brand's 45% Less Salt selection will be renamed Walkers Lightly and receive new packaging to complete the unified look.
Fan Reaction: A Mixed Bag
Following the announcement, crisp enthusiasts took to social media to share their thoughts on the new Hot Honey flavour, and the response has been decidedly mixed.
One fan expressed cautious optimism, stating: "Hot honey sounds good, if they can get the ratio of hot and sweet right." However, they also voiced a common sentiment among long-time followers, yearning for the return of discontinued flavours like builders breakfast or chilli chocolate as a 'blast from the past' promotion.
Another commenter was more critical of the flavour choice itself, suggesting Walkers was late to the trend: "Hot Honey has started appearing everywhere, as usual, about 10 years behind the curve. This isn't how to use the flavour, it's an accompaniment, not the main flavour."
The news also prompted nostalgic memories, with a third fan writing: "The Spice Girls Walkers bags of 'Cheese and Chive' were an amazing flavour back in 1997. Wish they'd bring that taste back."
While the biggest rebrand in 80 years marks a bold new chapter for Walkers, it's clear that winning over every loyal fan might be as tricky as perfecting that hot-to-sweet ratio.
