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February 24, 2006

Walkers Crisps 2006

Writing about web page http://walkers.corpex.com/cr15p5/products.asp?snacktypeid=26

Walkers have re-packaged their crisps with a £20m facelift by owner Pepsico. The healthier crisps now contain a reduction in saturated fat by 70%, with less salt.

Walkers Crisps packaging

The Walkers logo has evolved bearing a new typeface, and although it retains its trademark red banner, it now sits on a 3D glowing sun. It does make the logo stand out more (presumably to grab the attention from a distance), whilst the flavour heading has been considerable enlarged and treated with a rather retro space-age feel. Pepsi springs to mind. It is more striking and attractive but I can't help feeling that they have slightly too far in this development of the brand. However, such packaging is designed with sales in mind, and to match other products on the shelf. Clearly they have selected a different path and different target audience from the more sophisticated cousin Walkers Sensations. My guess is that this will do the trick to keep Walkers as a top brand, even if it does temporarily dismay those attached to this quintessential British snack in its original form.


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