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A pack of Walkers "Salt and Vinegar" crisps
Walkers is a British snack food manufacturer operating mainly in the United Kingdommarker and Irelandmarker and to a lesser extent on the European continent. They are best known for manufacturing crisps.

History

In the 1880s Henry Walker moved from Mansfieldmarker to Leicestermarker to take over an established butcher's shop in the high street. Meat rationing after World War II saw the factory output drop dramatically and the company looked at alternatives to make use of the wasted capacity. With potato crisps being increasingly popular with the public, managing director R.E. Gerrard helped the company shift focus and began hand-slicing and frying potatoes.

Present day

Walkers is now owned by Frito-Lay, which in turn is a subsidiary of PepsiCo, with the current logo a derivative of the North American Lay's logo. The company is still a significant presence in Leicester and sponsor Leicester City football team's stadium, the Walkers Stadiummarker. Gary Lineker, formerly a Leicester City footballer, is now the face of the company, starring in most of their advertising campaigns. The official website states that an estimated "11 million people will eat a Walkers product every day". The company employs over 4000 people in 15 locations.

In 2000, Walkers 1995 advert starring Gary Lineker was named the ninth best television commercial of all time, in a poll conducted by The Sunday Times and Channel 4.

In February 2006 Walkers changed their brand label and typeset. They also announced they were to reduce the saturated fat in their crisps by 70%. They started frying their crisps in SunSeed oil, a variety of sunflower oil, claiming the oil's higher monounsaturated fat content made it healthier than the sunflower oil which they used previously. They once again changed their packaging style in June 2007, rather similar to the logo used from 1998–2006.

Nutrition information has appeared on the front of Walkers crisps packets since 2006.

Many of Walkers brands were formerly branded under the Smiths Crisps name. This comes from the time when Walkers, Smiths and Tudor Crisps were the three main brands of Nabisco's UKmarker snack division with Tudor being marketed mainly in the north of England and Walkers in the south. After the takeover by Pepsico the Tudor name was dropped and the Smiths brand has gradually been phased out in favour of Walkers.

The only products currently retaining the Smiths brand are Salt 'n' Shake, Salt & Vinegar and Ready Salted Chipsticks, Frazzles and the "Savoury Selection", which includes Bacon Flavour Fries, Scampi Flavour Fries and Cheese Flavoured Moments.

The six finalists of the "Do Us A Flavour" campaign


In 1997, Walkers became the brand name of the Quavers and Monster Munch snacks.

In 2002 Walkers bought Wotsits from Golden Wonder.

In 2007 Walkers launched Sunbites, a range of crisps made using wholegrains.

In July 2008 Walkers launched its "Do Us A Flavour" campaign, challenging members of the public to think up a unique flavour of crisp. In January 2009 six flavours were picked and released as special editions, available until May 2009. During this period, consumers could vote on their favourite and the winner would become a permanent flavour. The winner of the competition was Builder's Breakfast by Emma Rushin from Belpermarker in Derbyshiremarker.

In summer 2009 Walkers launched its premium Red Sky brand of "all natural" potato crisps and snacks.

Notably, Walkers package their cheese and onion crisps in blue packets, and salt and vinegar in green. This is the opposite livery to most other UK crisp manufacturers, such as Hula Hoops, McCoys Crisps and Golden Wonder.

Product lines

Walkers crisp flavours, past and present


Current Flavours (Packet Colours)

  • BBQ Rib (Black)
  • Builders Breakfast (Winner of Do Us A Flavour) (Red Ribbon)
  • Cheddar Cheese (Orange)
  • Cheese & Onion (Blue)
  • Chilli & Lemon (Yellow/Red)
  • Jamaican Jerk Chicken (Light Yellow & Green) [NEW]
  • Lamb and Mint (Dark Green)
  • ManGo-Karting Chutney (Light Brown with Orange)
  • Marmite (Yellow/Black)
  • Pickled Onion (Lime Green)
  • Ploughman's (Dark Green)
  • Prawn Cocktail (Pink)
  • Ready Salted (Red)
  • Roast Beef and Horseracing (Dark Gold)
  • Roast Chicken (Orange)
  • Roast Gammon (Dark Pink)
  • Roast Turkey & Stuffing (Dull Green & Snowflakes) [NEW]
  • Salt & Vinegar (Green)
  • Smoky Bacon (Maroon)
  • Sour Cream and Drive (Light Lime Green)
  • Steak & Onion (Brown)
  • Sweet Cumberland Sausage (Dark Gold)
  • Thai Sweet Chicken (Turquoise) [NEW}
  • Tomato Ketchup (Dark Green and Red)
  • Worcester Sauce (Purple)


Do us a Flavour - Unsuccessful Nominees (Packet Colours)

  • Chilli & Chocolate (Nominee of Do Us A Flavour - 6th place) (Brown Ribbon)
  • Cajun Squirrel (Nominee of Do Us A Flavour - 5th place) (Green Ribbon)
  • Crispy Duck and Hoisin (Nominee of Do Us A Flavour - 4th place) (Purple Ribbon)
  • Fish and Chips (Nominee of Do Us A Flavour - 3rd place) (Orange Ribbon)
  • Onion Bhaji (Nominee of Do Us A Flavour - 2nd place) (Blue Ribbon)


Variations

  • Lights (formerly Lites) (Low fat)
    • Salt and Vinegar
    • Cheese and Onion
    • Simply Salted (Ready Salted)
    • Roast Chicken
    • Sour Cream and Chive


  • Potato Heads (Low fat with no artificial colours/flavourings/preservatives) (Discontinued in 2008)
    • Prawn Cocktail
    • Cheese and Onion
    • Ready Salted
    • Roasted Chicken
    • Salt and Vinegar
  • Cheese Heads (Similar to Potato Heads)
  • Baked
    • Cheese & Onion
    • Ready Salted
    • Salt & Vinegar
    • Sour Cream & Onion (Limited Edition)
    • Bacon & Cheddar
    • Mango Chilli


  • Max
    • Cheese and Onion
    • Cheese Burger [NEW]
    • Chargrilled Steak
    • Paprika




  • Sensations
From launch the flavours have changed in 2006 and again 2009. Current flavours are:-
    • Thai Sweet Chilli
    • Roasted Chicken & Thyme
    • Vintage Cheddar & Onion Chutney
    • Balsamic Vinegar & Caramelised Onion
    • Southern Style Barbeque
    • Buffalo Mozzarella & Herbs
    • Oriental Red Curry
    • Poppadoms Lime & Coriander Chutney
    • Oriental Crackers Peking Spare Ribs


2006 Re-Brand Flavours:-

The Original Launch Flavours:-

:**Chargrilled Steak & Pepper Sauce
:**Four Cheese and Onion
:**Oven Roast Chicken & Thyme
:**Roast Lamb & Mint Sauce
:**Roasted Onion & Balsamic Vinegar
:**Sea Salt and Cracked Black Pepper
:**Thai Sweet Chilli
:*Sensations Oriental Crackers
:*Sensations Poppadom Bites


Pack sizes

The common pack sizes.
  • 34.5g Standard Bags
  • 25g "Multipack" Bags
  • 40g Sensations (Thai Chilli & Chicken Thyme Flavours only)
  • 50g (formerly 55g) "Big Eat" Bags, produced primarily for the pub trade
  • 80g "Grab Bag" bags, mainly sold in cinemas and entertainment establishments
  • 95g Bags (Sensations Thai Sweet Chilli only [RRP 99p])
  • 120g Bags (Cheese & Onion [RRP 99p])
  • 160g Big Bags (Sensations Share-It Bags)
  • 300g Sharing Bag (Available around Christmas Time only)


The 50g bag size for the pub trade was produced following a survey by Walkers regarding the average size of a social group in a pub, and the average number of crisps people would take when a bag was passed around; on average, the purchaser should be left with the same weight of crisps in their Big Eat bag after passing it around their friends as would be found in a standard 34.5g pack.

Other types of snack food

  • Chipsticks
    • Ready Salted
    • Salt and Vinegar
  • Doritos
    • Cool Original
    • Smoky Bacon
    • Tangy Cheese
    • Chili Heatwave
    • Flamin' Cheeseball
    • Dippas Lightly Salted
    • Dippas Hint Of Lime
    • Collisions: T-bone steak & Green pepper
    • Collisions: Chicken & Zesty salsa
  • French Fries
    • Cheese and Onion
    • Salt and Vinegar
    • Ready Salted
    • Worcester Sauce
  • Frazzles
    • Bacon
  • Squares
    • Ready Salted
    • Cheese and Onion
    • Salt and Vinegar
  • Quavers
    • Cheese
    • Prawn Cocktail (multipack only)
    • Salt and Vinegar (multipack only)
  • Mega Monster Munch'
    • Pickled Onion
    • Flamin'Hot
    • Roast Beef
  • Wotsits
    • Relly Cheesy
    • Flamin'Hot (multipack only)
    • Prawn Cocktail (multipack only)
  • Snaps
    • Spicy Tomato
  • Sunbites
    • Original
    • Sour Cream & Cracked Black Pepper
    • Oven roasted Onion & Rosemary
    • Sun Ripened Sweet Chilli (new)


References

  1. Walkers Crisps - Better for you | less saturated fat
  2. Sunbites website
  3. http://www.talkingretail.com/products/product-news/12284-red-sky-potato-chips-from-walkers.html


External links



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