Walkers Launches Two New Crisp Flavors, One Inspired by Takeaway Staple
Walkers is launching two brand new crisp – Walkers, the iconic UK snack brand, has unveiled two innovative crisp flavors that are set to captivate food lovers. The launch comes as part of its popular “Do Us A Flavour” campaign, which invited customers to submit their most creative ideas for new snack concepts. After a thorough evaluation, the two finalists—Salt & Pepper Chicken and Grilled Cheese & Chilli Jam—are now available for limited release, offering a fresh twist on traditional snacking. These flavors reflect a growing trend in the market, where consumers seek bold, unexpected combinations that mirror their favorite mealtime experiences.
Customer-Driven Flavor Innovation
Walkers has always prioritized consumer input in its product development, and this campaign was no exception. By encouraging submissions from the public, the brand tapped into a wealth of culinary creativity, from nostalgic classics to avant-garde pairings. The final selections were made by a panel of experts, ensuring both quality and appeal. This approach not only highlights Walkers’ commitment to innovation but also strengthens its connection with the UK audience, who play a key role in shaping its offerings.
The first new flavor, Salt & Pepper Chicken, is a tribute to the beloved takeaway dish that many have savored. It combines savory elements like garlic, spring onion, and black pepper with a touch of Chinese-inspired spice, delivering a rich, layered taste that feels instantly familiar. The second, Grilled Cheese & Chilli Jam, introduces a surprising contrast by fusing creamy, indulgent cheese with a sweet and spicy chilli jam twist. This bold fusion has generated significant buzz, as it appeals to those who enjoy complex flavor profiles in their snacks.
Behind the Flavor Winners
Lydia Houghton, a food enthusiast from Malmesbury, crafted the Salt & Pepper Chicken flavor. Her vision was to bring the essence of a classic chicken dish to the snack aisle, and she explained her idea in a TikTok video:
“Delicious chicken-flavored crisps, perfectly seasoned with salt, pepper, garlic, chilli, and onion. Packed with flavor, right to the bottom of the bag.”
Houghton’s concept has resonated with fans of takeaway meals, proving that familiar flavors can be reimagined in exciting new ways.
Becky Dibble, another passionate participant, proposed the Grilled Cheese & Chilli Jam flavor. She emphasized the potential of the combination, stating:
“I think the balance of sweet, salty, and spicy will go so well in a crisp flavour.”
Dibble’s idea aligns with the current demand for snacks that offer a multi-sensory experience, blending textures and tastes in a single bite. Both flavors are now being tested by consumers, with the ultimate decision on their permanence based on public response.
Walkers’ Flavor Expansion Strategy
Walkers has expanded its flavor lineup with these new additions, building on previous successes such as its World Cup-inspired limited-edition crisps. Earlier this year, the brand launched English Bangers & Mash, Wavy Spanish Queso, and Max Portuguese Chorizo & Onion, showcasing its ability to incorporate global cuisines into its offerings. The new flavors continue this tradition, adding to the brand’s reputation for creative experimentation while maintaining its signature quality.
These limited-edition crisps will be available for a short period, allowing Walkers to gauge consumer interest before deciding which flavor will join its permanent range. The brand’s strategy of limited releases creates a sense of urgency and exclusivity, encouraging customers to try new products without long-term commitments. As the crisp market evolves, Walkers remains at the forefront of flavor innovation, proving that the future of snacking lies in daring to break the mold.
Impact on the Snack Industry
The success of the “Do Us A Flavour” campaign underscores the power of customer collaboration in the food industry. By involving the public in the creative process, Walkers not only taps into diverse preferences but also fosters a sense of community around its products. This engagement has led to flavors that feel both personal and widely appealing, such as Salt & Pepper Chicken, which draws from a common takeaway favorite. The campaign’s reach was further amplified through a six-week TikTok series, where influencers highlighted top submissions and helped build anticipation for the finalists.
Walkers’ new crisp flavors are more than just a product launch—they represent a shift toward more dynamic and culturally relevant snacking. With the increasing popularity of takeaway-style foods, the brand’s decision to feature such concepts in its lineup makes sense. By prioritizing what customers want, Walkers continues to lead the way in creating snacks that reflect the evolving tastes of the UK market, ensuring its place as a trailblazer in the industry.
