- By 2025, half of Walkers’ snacks sales will come from products that do not classify as high in fat, salt or sugar (HFSS)* or from products sold in portions of 100 calories or less– continuing the company’s long track record of leadership in innovation and reformulation
- Walkers’ first non-HFSS potato crisp range, Walkers 45% Less Salt, is already in supermarkets, with Walkers Baked, Doritos Dippers and Popworks ranges to be reformulated and launched at retailers nationwide in the coming months
- Walkers is making an initial investment of £35 million over the next three years to dramatically shift its snacks portfolio
- Further exciting innovation planned in 2023, backed by significant advertising and marketing to encourage consumers towards healthier choices
Walkers has today announced a new ambition to make healthier or lower calorie products 50% of its sales by 2025, following a complete redevelopment of its entire snacks portfolio.
Building on its leadership for innovation, the company will make an initial investment of £35million over the next three years to reformulate or launch new non-HFSS products, aiming for 30% of its sales to come from non-HFSS snacks. Walkers is targeting an additional 20% of its sales to come from snacks sold in portions of 100 calories or less per packet.
Progress is already underway; in the last month, the company launched Walkers 45% Less Salt**, its first non-HFSS potato crisp range. This new product contains nearly half the salt compared with regular crisps, while maintaining the great flavour that Walkers is known for, made possible by using new ingredients to replace sodium.
This builds on the company’s long track record of bringing new, healthier products to crisp and snack lovers in the UK. For the past 15 years, Walkers has led the way among snacks manufacturers in reformulating its products, reducing saturated fat by 70% and reducing salt by between 25% and 50% across the range.
Today, Walkers Baked, which contains 50% less fat than regular potato crisps is a £64m RSV (Retail Sales Value) brand (Nielsen W.E 12.03.22).
Now, a number of reformulated non-HFSS Walkers snacks products will start to hit supermarket shelves in the coming months, including the entire range of Walkers Baked, Doritos Dippers and Popworks. Walkers will also launch a new healthier non-HFSS crisp range in the future.
Experts based in Beaumont Park, Walkers’ R&D centre in Leicester, will lead this innovation, developing techniques and processes to reduce saturated fat and salt content without impacting flavour and taste.
Walkers will also be investing in high profile advertising and marketing to encourage consumers towards healthier choices. Last year, to help people make informed snacking decisions, Walkers launched a campaign highlighting its range of snacks that contain 100 calories or less per pack, including Wotsits, Quavers, French Fries, Monster Munch, Squares, Snack-a-Jacks and Frazzles.
Walkers dedication to inspiring customers to make positive choices forms part of PepsiCo Positive, the company’s strategic end-to-end transformation plan with health and sustainability at the centre.
Jason Richards, General Manager of PepsiCo UK & Ireland said: “This is a significant milestone in our long-term commitment to provide smart snacking choices, without compromising on taste. We’ve been making changes to our portfolio over many years, but now is the time for even bolder action.
“We have set ourselves the ambitious goal of a 50% sales target for non-HFSS or lower calorie snacks. We’ve got a long way to go from where we are now, but we’re determined to make this happen. Thanks to our R&D and nutrition experts, I’m confident that people up and down the country will enjoy these new products as much as their old favourites.”
James Stillman, Senior R&D Director for UK and West Europe Foods, PepsiCo said: “Throughout years of research and testing, what has always rung true is that people don’t want to sacrifice taste for health. So, for many years, the ultimate challenge for us has been to create healthier snacking options without compromising on taste.
“Our investment in innovation and research over this time has put us at the forefront of taste technology for sodium reduction and our talented team in Leicester is bringing this all together to broaden our range and choice for consumers.”
*as defined by the 2004/2005 Nutrient Profiling Model
** vs. Average salt value of regular potato crisps