Walkers has launched a new range of crisps that gives a modern twist to two previous shopper-favourite flavours. The Wavy Cut range is available now exclusively at Sainsbury's, with a wider retail rollout planned for next year.
The two new ridged crisps come in Lea & Perrins Worcester Sauce and Sticky Teriyaki flavours, both in 140g bags priced at £2 RRP.
New flavours in a new format
Lea & Perrins Worcester Sauce crisps were revived in March, building on Walkers' partnership with Heinz, and can now be enjoyed in the Wavy Cut format. Walkers said this 'taps into evolving shopper demand and the continued growth of the ridged crisp segment.'
Sticky Teriyaki was first introduced last August as part of Walkers' 'Flavours of the World' range, which proved to be a best-seller. The crisps, inspired by Japan, alongside Masala Chicken, inspired by India, were the first time in decades that brand-new flavours were added to Walkers' core range, and not as a limited-edition campaign.
HFSS compliant and consumer response
The brand also confirmed that both crisps are HFSS compliant, meaning they fall within the government's threshold for fat, salt, or sugar. Non-compliant products face restrictions such as being banned from prominent spots in shops like checkouts or store entrances, being ineligible for multi-buy deals, and being unable to be advertised on TV before 9pm.
Christopher Crimmins, marketing manager at Walkers' owner, PepsiCo, said: 'We know consumers are seeking more exciting taste experiences. The launch of Walkers Wavy Cut has been designed to meet this demand, while offering a premium format that will help Sainsbury's drive sales of higher-value lines.'
One person on Instagram said, 'can confirm that the Worcester sauce ones are banging,' while another said they 'need to try some of these.'
