Walkers set to sizzle the savoury snacking category with launch of brand-new Smokin’ BBQ Sauce flavour

Walkers is bringing excitement to the Savoury Snacking Category this summer with the launch of a fan favourite flavour[3]. Walkers Smokin’ BBQ Sauce will join Walkers’ core line-up this August, helping retailers meet shopper preferences for their favourite flavours whilst encouraging them to trade up with Britain’s most loved crisp brand^[4].

Taste-led NPD is key to category growth as enjoyment is the number one driver of choice for shoppers[5]. BBQ flavours have consistently gained shoppers over the past four years, having just seen the largest YoY growth between 2023-2024 (3.56%)[6]. This presents a significant opportunity for Walkers’ to help retailers capitalise on this demand with a popular flavour, with the brand ideally positioned to do so as the second most loved FMCG brand[7].

Stephanie Herbert, Walkers Senior Marketing Manager, comments: “We know that shoppers are constantly on the look-out for bold, great tasting flavour variations of their favourite snacks. Through this, we have seen BBQ become the most requested flavour on social media[8], so there was no better time to combine these two trends to launch our new Walkers Smokin’ BBQ Sauce SKU.”

“The launch aims to help retailers boost their savoury snacking sales by providing them with an exciting, in-demand flavour that will give their shoppers the delicious taste of BBQ no matter the weather. We have also ensured that the NPD is available in a variety of formats to support retailers in spanning their offering across a range of shopper missions, including the increasingly popular lunchtime and on-the-go occasions.”

Walkers Smokin’ BBQ Sauce flavour will be rolling out across the grocery, convenience and wholesale channels from 19^th August. The NPD will be available in a variety of formats, including a 45g grab bag (RSP: £1.00), 6pk multipack (RSP: £2.00) and 70G PMP (RSP: £1.25).