Walkers, the iconic British crisp brand beloved by generations, has kicked off 2026 with its most ambitious rebrand in nearly 80 years. On January 9, the company unveiled a striking new visual identity across its core range, marking what it describes as a “landmark moment” in its storied history. The rebrand is more than just a fresh coat of paint: it’s a celebration of Walkers’ heritage, an embrace of trending flavours, and a clear signal that the brand is looking to the future while honouring its past.
The centrepiece of the new look is a sun-inspired logo, its rays bursting from the middle of every pack, symbolizing the brand’s farm-to-crisp story. Each bag now also carries the signature of founder Henry Walker—a subtle, yet poignant reminder of the company’s roots dating back to 1948. According to Walkers, the refreshed packaging champions the use of real ingredients and 100% Great British potatoes, a commitment that has helped cement its status as a household staple for decades.
Wayne Newton, Marketing Director at Walkers, summed up the transformation with enthusiasm: “This is a landmark moment for Walkers as we undergo a complete redesign. For the first time in many years, we are bringing a completely new visual identity to the brand—one that champions our heritage, elevates the message around the use of our quality ingredients, and injects new energy into the category.”
But the rebrand isn’t just about appearances. Walkers is rolling out a series of new products and promotions designed to capture the attention of both loyal fans and curious newcomers. Chief among these is the launch of a brand-new Hot Honey flavour, set to hit shelves on January 12, 2026. Sold in six-packs at an RRP of £2.15, the Hot Honey crisps join the core line-up alongside recent hits like Sticky Teriyaki and Masala Chicken—flavours that took off in popularity throughout 2025.
The decision to launch Hot Honey was far from arbitrary. Walkers points to a staggering 174% increase in online searches for the term “hot honey” over the past three years, reflecting a broader trend toward sweet-and-savoury snacks. The flavour’s popularity originated in the United States, where chilli-infused honey made its way onto American-style pizzas before gradually winning over British taste buds—especially in London’s vibrant food scene. Newton notes, “We listened to crisp-lovers who said ‘show us the honey’, launching an on-trend flavour that reinforces Walkers’ dedication to flavour innovation.”
The buzz around new flavours is palpable online. As reported by local media, fans have taken to social platforms to express their excitement: “Fabulous, can’t wait to try these!” wrote one user, while another added, “Must give them a go.” The anticipation is not limited to Hot Honey—Walkers’ Oven Baked line, recently rebranded from Walkers Baked, introduced two new flavours in December 2025: Slow Roasted Beef and Sun Dried Tomato & Basil. These are now also available in 150g sharing bags, marking the brand’s first foray into that format.
Walkers’ commitment to health-conscious consumers is also evident in the refresh. The 45% Less Salt range, soon to be renamed Walkers Lightly, will debut new packaging aligned with the core range from mid-February 2026. Importantly, it retains its claim of having 45% less salt than the average potato crisp—a detail that matters to families seeking better-for-you snack options without sacrificing taste.
To further amplify excitement, Walkers is launching a four-week national “Golden Potato” promotion starting January 26. The campaign is a nostalgic nod to classic Walkers promotions, inviting shoppers to hunt for golden potato tickets hidden inside Ready Salted, Cheese & Onion, and select Variety multipacks. Over 500,000 prizes are up for grabs, including five top prizes of £10,000 each. “Our Golden Potato promotion gives snackers an unmissable opportunity to win prizes, including up to £10,000. It’s the start of an incredibly exciting year for Walkers—so watch this space!” Newton said, as quoted by the Evening Standard.
The promotion is expected to drive in-store excitement and keep Walkers front of mind for shoppers, as the new packs land on shelves nationwide. According to Grocery Trader, the campaign is designed to build momentum behind the rebrand and reinforce Walkers’ status as a leader in both quality and innovation.
Of course, Walkers’ journey to this point has been a long and colourful one. The brand’s history stretches back to the postwar era, when salted crisps first appeared in 1948. Over the decades, the logo has evolved from an orange, white, and brown motif featuring Henry Walker’s portrait, to the now-familiar yellow circle introduced in 1998. Subtle updates have kept the look current, but this latest overhaul is by far the most significant since the brand’s inception. As reported by the Manchester Evening News, the refreshed logo will appear across all core flavours, including classics like Cheese & Onion, Ready Salted, Salt & Vinegar, BBQ Sauce, Roast Chicken, and more.
The rebrand also includes a wider 360 multimedia campaign set to launch from mid-February 2026, ensuring the new look and products are front and centre across all major grocery channels. Walkers’ approach is comprehensive—refreshing packaging, introducing innovative flavours, and engaging consumers with interactive promotions. It’s a strategy that acknowledges shifting consumer preferences while remaining true to the brand’s core values.
For those keeping track of the brand’s evolution, the current line-up of Walkers flavours available in the UK is impressive: Cheese & Onion, Ready Salted, Salt & Vinegar, Prawn Cocktail, Roast Chicken, Smoky Bacon, BBQ Sauce, Pickled Onion, Sticky Teriyaki, Masala Chicken, Hot Honey, Heinz Tomato Ketchup, and Lea & Perrins Worcester Sauce. The brand’s willingness to experiment with global tastes—while maintaining its British roots—has helped it stay relevant in an increasingly crowded snack market.
Looking back, it’s clear that Walkers’ ability to adapt has been key to its enduring popularity. From the introduction of Cheese & Onion in 1954 to the new Hot Honey in 2026, the brand has consistently found ways to surprise and delight crisp lovers. As Wayne Newton put it, “It’s a significant step forward for Walkers and the start of an incredibly exciting year for the brand.”
With a bold new look, innovative flavours, and a treasure hunt that has the potential to make snackers £10,000 richer, Walkers is proving that even after nearly eight decades, it still knows how to grab the nation’s attention—and taste buds.
