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Walkers (snack foods)

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This article is about the British snack food company. For the Scottish shortbread and biscuit manufacturer, seeWalkers Shortbread.

Walkers Snack Foods Limited
Walkers
Formerly
  • Walkers Crisps Holdings Limited (1989–1992)
  • Walkers Smiths Snack Foods Limited (1992–1995)
  • Walkers Snack Foods Limited (1995–1999)[1]
Company typeSubsidiary
IndustryFood
Founded1948;76 years ago(1948)[2][3]
Headquarters
Leicester
,
England
Area served
  • United Kingdom
  • Ireland
ProductsSnack foods
Brands
ParentPepsico Holdings[4][5][a]
Websitewalkers.co.uk

Walkers Snack Foods Limited,[1]trading asWalkers,is a Britishsnack foodmanufacturer mainly operating in the UK and Ireland. The company is best known for manufacturingpotato crispsand other snack foods. In 2013, it held 56% of the British crisp market.[10]Walkers was founded in 1948 inLeicester,England, by Henry Walker. The Walkers family sold the business in 1970 to American food producer,Standard Brands.[11]In 1989, Walkers was acquired byPepsiCo,owners of US snack brandFrito-Lay.[12][13]

The Walkers factory in Leicester, the largest crisp production plant in the world, produces over 11 million bags of crisps per day, using about 800 tons of potatoes.[14][15]According to the BBC television programmeInside the Factory,production of a bag of crisps takes approximately 35 minutes from the moment the raw potatoes are delivered to the factory, to the point at which finished product leaves the dispatch bay for delivery to customers.[16]The company produces a variety of flavours for its crisps. The three main varieties are: Cheese and Onion (introduced in 1954), Salt and Vinegar (introduced in 1967) and Ready Salted.[17]Other varieties include:Worcestershire Sauce,Roast Chicken,Prawn Cocktail,Smoky Bacon, Tomato Ketchup, and Pickled Onion.[18]

The Leicester-born former England international footballerGary Linekerhas been the face of the brand since 1995, featuring in most of its popular commercials and successful advertising campaigns. For the 2011Comic Relief,four celebrities each represented four new flavours. The Walkers brand (under PepsiCo) sponsors theUEFA Champions Leagueand theSuper Cupfor the UK and Irish markets. In 2019, Walkers reunited with theSpice Girls,with the 1990s girl band featuring in a campaign.[19]

Since 2008, Walkers has run its "Do Us a Flavour" campaign, challenging the British public to think up unique flavours for its crisps. Six flavours were chosen from among the entries and released as special editions. Consumers could vote on their favourite, and the winner would become a permanent flavour.[20]In 2018, Walkers launched six new flavours to celebrate the brand's seventieth birthday, with each flavour representing a different decade.[21]

History

[edit]

In the 1880s, Henry Walker moved fromMansfield,Nottinghamshire toLeicesterto take over an established butcher's shop in theHigh Street.Meatrationing in the UK after World War IIsaw the factory output drop dramatically, and so in 1948, Walkers & Sons starting looking at alternative products. Potato crisps were becoming increasingly popular with the public; this led managing director R.E. Gerrard to shift the company focus and begin hand-slicing and frying potatoes.[3][22]

Walkers factory in Swansea, Wales

Prior to the 1950s, crisps were sold without flavour;Smith'sof London sold plain potato crisps which came with a small blue sachet of salt that could be sprinkled over them.[23]The first crisps manufactured by Walkers in 1948 were sprinkled with salt and sold forthreepencea bag.[17]AfterArcher MartinandRichard Synge(while working in Leeds) received a Nobel Prize for the invention ofpartition chromatographyin 1952, food scientists began to develop flavours via agas chromatograph,a device that allowed scientists to understand chemical compounds behind complex flavours such as cheese.[24]In 1954, the first flavoured crisps were invented by Joe “Spud” Murphy (owner of the Irish companyTayto) who developed a technique to add cheese and onion seasoning during production.[25]Later that year, Walkers introduced Cheese and Onion (inspired by thePloughman's lunch), and Salt and Vinegar was launched in 1967 (inspired by the nation's love offish and chips).[17][23]The Walkers family sold the company in 1970 to the American food producerStandard Brands,[11]who in turn merged with another American food companyNabiscoto form Nabisco Brands in 1981.[26]Prawn Cocktail flavour was introduced in the 1970s (inspired by the 1970s popular starter ofprawn cocktail) and Roast Chicken (inspired by the nation'sroast dinner).[17]In 1982, Nabisco purchasedAssociated Biscuits,owners of rivalSmith's.In 1988,RJR Nabiscowas purchased in a leverage buyout byKohlberg Kravis Roberts & Co,and to reduce debt several business were sold to French conglomerateBSN,who quickly sold on Smith's and Walkers toPepsiCoin 1989.[27][28]At the time Walkers had a third of the crisp market in the United Kingdom, while Smith's had a third of the extruded snacks market, making them the market leader.[29]

The Walkers logo, featuring a red ribbon around a yellow sun, is noticeably similar toLay's.It derives from the Walkers logo used in 1990.[30]The company is still a significant presence in Leicester.Gary Lineker,the Leicester-born former footballer, is now the face of the company. During the 90s, Walkers sold limited edition Salt and Lineker and Cheese & Owen crisps featuring the likenesses of Lineker and fellow footballerMichael Owen.[31][32]In 2000, Lineker's Walkers commercials were ranked ninth inChannel 4’s UK wide poll of "The 100 Greatest TV Ads".[33]The official website states that an estimated "11 million people will eat a Walkers product every day".[34]The company employs over 4,000 people in 15 locations around the UK.[35]

Front entrance to Walkers factory in Lincoln, England

In June 1999, PepsiCo transferred ownership of its Walkers brands out of Britain and into a Swiss subsidiary, Frito-Lay Trading GmbH.[36]Subsequently, according toThe Guardian,the "UK tax authorities managed to claw back less than a third of what they might" have received had an unchanged structure continued producing the same sort of level of UK profits and tax as Walkers Snack Foods had in 1998.[36]In September 2001, Walkers ran a "Moneybags" promotion where £20, £10 and £5 notes were placed in special winning bags. However, two workers at a crisp factory were sacked after stealing cash prizes from bags on the production line.[37]

In February 2006, Walkers changed its brand label andtypeset.It also announced it would reduce thesaturated fatin its crisps by 70%.[38]It started frying its crisps in "SunSeed" oil, as claiming the oil is higher inmonounsaturated fatcontent than the standardsunflower oilwhich it had used previously,[39]establishing its own sunflower farms in Ukraine and Spain to be able to produce sufficient quantities of the oil. Walkers updated its packaging style in June 2007, moving to a brand identity reminiscent of the logo used from 1998 to 2006.

Many of Walkers brands were formerly branded under theSmiths Crispsname. This comes from the time when Walkers, Smiths andTudor Crispswere the three main brands ofNabisco'sUK snack division, with Tudor being marketed mainly in the north of England and Smiths in the south. After the takeover by PepsiCo, the Tudor name was dropped, and the Smiths brand has become secondary to Walkers. The only products retaining the Smiths brand are Salt & Vinegar and Ready SaltedChipsticks,Frazzlesand the "Savoury Selection", which includes Bacon Flavour Fries,ScampiFlavour Fries andCheese Flavoured Moments.To promote the freshness of its products, Walkers began to package them in foil bags from 1993, then from 1996, began filling them with nitrogen instead of air.[40]

Quaverscheese flavour. Introduced bySmith'sin 1968, they have been produced by Walkers since 1997

In 1997, Walkers became the brand name ofQuaversandMonster Munchsnacks. In January 1999, Walkers launched Max, a brand with a range of crisps and then a new-look Quavers in March 1999. In April 2000, another of the Max flavours called Red Hot Max was launched and then Naked Max in June 2000. In February 2000, a new-lookCheetoswas relaunched, serving as the only cheesy snack in the UK. In July 2000, the Quavers packaging was updated. In March 2001, Squares crisps that had been marketed as Smith's, were rebranded under the Walkers brand. In November 2001, more Max flavours were introduced. They included chargrilled steak andchip shopcurry.

In May 2002, Walkers launched Sensations. Sensations flavours include Thai Sweet Chilli, Roast Chicken & Thyme, Balsamic Vinegar & Caramelised Onion.[41]Walkers introduced the streaky bacon Quavers flavour to salt & vinegar and prawn cocktail in August 2002.

After buying the brand fromGolden Wonder,Walkers has producedWotsitssince 2003

In January 2003, Smiths brandSalt 'n' Shakewere relaunched under the Walkers identity. In January 2003 Walkers boughtWotsitsfromGolden Wonder,which replaced Cheetos during December 2002. In April 2004, Walkers launched a Flamin' Hot version of Wotsits, which replaced BBQ beef, and then Wotsits Twisted, a range ofcheese puffsin July 2004. In September 2007, Walkers launched Sunbites, a healthier range of lower/better fat crisps made using whole grains.[42]

In July 2008, Walkers launched its "Do Us a Flavour" campaign, challenging the public to think up unique flavours for its crisps. In January 2009 six flavours were chosen from among the entries 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.[20]The winner was Builder's Breakfast by Emma Rushin fromBelperin Derbyshire. This flavour was discontinued a year later, in May 2010, in order for Walkers to focus on the upcoming 'Flavour Cup'.

In summer 2009, Walkers launched its premium "Red Sky" brand of "all natural" potato crisps and snacks.[43]It was stated that Red Sky products were made from 100% natural ingredients, and that the makers "work in partnership withCool Earth",a charity that protects endangered rainforest; Walkers made charitable donations proportionate to the number of purchases of Red Sky snacks. Walkers discontinued the range in 2014 following poor sales.[44]

Variety of Walkers flavours from a vending machine

In April 2010, the company launched a promotional campaign entitled theWalkers Flavour Cupin order to locate the world's most loved and favourite flavour.[45]In the end, it was decided that the flavour with the most fans at the end of the tournament/competition would be declared the winner and ultimate champion of all flavours. Walkers encouraged people to engage in social media activity, and upload photos and videos to its website proving people's Superfan status of Walkers Crisps. The best fan from each of the 15 flavours won £10,000.[46]In the end, Englishroast beef&Yorkshire puddingwon the Flavour Cup.[47]

For the 2011Comic Relief,four celebrities (Jimmy Carr,Stephen Fry,Al MurrayandFrank Skinner) each represented four new flavours.[48]In early 2013, Walkers revised its packaging, with a new design and typeface. Slogans such as 'Distinctively Salt & Vinegar' and 'Classically Ready Salted' were added to the front of packs. The previous packaging design had only existed for 12 months. Along with this packaging design, there came news that the company would begin using real meat products in its Smoky Bacon and Roast Chicken flavoured crisps.[49]This prompted opposition from vegetarians, vegans,MuslimsandJews,who were now unable to eat these flavours.

A Walkers delivery van emblazoned with "100% British potatoes"

In 2014, Lineker launched a new "Do Us a Flavour" Walkers competition, allowing the public to submit new flavours of crisps. Six flavours would be chosen and sold for the remainder of the year before a public vote selected a winner, with a prize of £1m.[50]The public had to pick one of Walkers' ingredients as a base – SomersetCheddar,Devonshire chicken, Norfolk pork, Dorset sour cream, Vale of Evesham tomatoes andAberdeen Angusbeef – and create a new flavour using it.[50]

In 2015, Walkers launched the "Bring me Back" campaign, reintroducing Barbecue, Cheese and Chive, Beef and Onion, Lamb and Mint and Toasted Cheese flavours for a limited time. People voted on the Walkers website or used hashtags to see which flavour would be reintroduced permanently (Beef and Onion was chosen).[51]The Marmite flavour was also brought back permanently to coincide with the promotion.

On 10 April 2016, Walkers launched the Spell and Go promotion, again fronted by Gary Lineker. This competition caused some controversy as customers complained that it was impossible to win. The fairness of the competition was discussed onYou and Yours,the consumer show onBBC Radio 4.Over 100 entrants complained to theAdvertising Standards Authority,who after completing an investigation, decided that elements were misleading, and the competition was banned.[52]

Walkers appeared as the shirt sponsor ofLeicester City,the brand's home-town football club, and the stadium (pictured) was named Walkers stadium between 2002 and 2011.[53]Walkers remain associated to the club as the official snack partner.[53]

As of 2018, Walkers came under pressure from campaigners to change its packaging due to its contribution to litter andplastic pollution.[54]As part of the protest a marine biology student wore a crisp packet dress to her graduation. She claimed the dress was inspired by litter she had seen on a beach.[55]In September 2018, theRoyal Mailappealed to customers to stop posting empty crisp packets to Walkers, which campaigners had asked people to do and "flood Walkers social media with pictures of us popping them in the post". Royal Mail was obliged by law to deliver the bags to Walkers' freepost address, but without envelopes they could not go through machines and had to be sorted by hand, causing delays.[56]

In December 2022, Walkers launched a UK-wide search for the best heart-shaped crisp with a £100,000 reward for one winner.[57]In January 2024, Walkers launched three limited edition vegan flavours forVeganuary.BBQ Pork Ribs, Grilled Cheese Toastie and Flame Grilled Steak.[58]

In March 2024, Walkers reintroduced their 1990s range of football themed crisps. Salt & Lineker was joined byChicken Tackle Masala,Steak & Ale Pie-nalty, andSweet ChiliKicker.[59]However, Walkers discontinued Worcestershire Sauce flavoured crisps at the same time.[60]

Product range

[edit]

Core crisps

[edit]
A packet of Walkers Cheese & Onion crisps. Uniquely for British crisps they are in a blue wrapper, while Walkers Salt & Vinegar are in a green wrapper; the opposite colour scheme for other brands of British crisps.[61]

Walkers' most common flavours of regular crisp are Ready Salted (sold in a red packet), Salt & Vinegar (green), Cheese & Onion (blue), Smoky Bacon (maroon) and Prawn Cocktail (pink). Other flavours are sold in other coloured packets, such as Beef & Onion (brown) orMarmite(black). The unusual colours for Walkers packaging with Salt & Vinegar (in green, with other brands in blue), and Cheese & Onion (in blue, with other brands in green) has been debated in the UK, with some believing Walkers switched the colours; however, Walkers have stated that they have always had that colour scheme.[62]In 2021, actressThandiwe Newtonjoked, "Salt 'n Vinegar is BLUE, and Cheese and Onion is GREEN. Ok? Enough with this foolishness."[62]The confusion can be attributed to Walker's rise to become the most popular brand in the UK (overtakingGolden Wonder,whose colour scheme people had become used to) after their acquisition by PepsiCo in the 1990s.[63]

Some flavours were made available for a short time either because they tied in with special promotions, or failed to meet sales expectations. Walkers' "Great British Dinner" range included baked ham & mustard andchicken tikka.A series of "mystery flavours" were launched in 2012, and later revealed to be sour cream & spring onion, Lincolnshire sausage & brown sauce, and Birmingham chicken balti.[64]In 2016, Walkers produced a limited edition 'Winners - Salt and Victory' crisps to commemorate its home-town football team,Leicester City,winning thePremier Leaguefor the first time.[65]Earlier that season, Walkers had given Leicester fans in attendance at a match versusChelseabags of "Vardysalted "crisps, bearing the image of the Foxes' striker.[66]

Other lines

[edit]
Monster Munchpickled onion flavour

Other Walkers products are:

  • Bakedcrisp range
  • Cheese Heads
  • Crinkles
  • Deep Ridged(nowMax Double Crunch)
  • Extra Crunchy(150g bags, launched in 2010)[67]
  • Lights(low fat crisps, formerlyLites)
  • Market Delicrisps, pitta chips and tortilla chips
  • Max
  • Pops
  • Potato Heads(discontinued in 2008)[68]
  • Salt 'n' Shake
  • Sensations[69](a premium range of crisps, poppadums and nuts)
  • Squares
  • Stars
  • Sunbites(wholegrain crispy snacks)
  • Hoops and Crosses
  • Chipsticks
  • Doritos
  • French Fries
  • Frazzles
  • Mix-Ups
  • Quavers
  • Monster Munch
  • Sundog Savoury Popcorn
  • Snaps
  • Twisted
  • Wotsits(including theWafflersvariant)

In January 2019, Walkers unveiled new packaging for its main range, celebrating its British heritage through its design. The new packaging features the Walkers logo in the middle of each packet rather than centre-top, alongside a new series of illustrations which are laid out in the shape of aUnion Jackflag, and feature icons and landmarks such as London'sBig Benandred telephone boxes,and Liverpool'sLiver Building.[70]

Litter

[edit]

According to the environmental charityKeep Britain Tidy,Walkers crisps packets along withCadburychocolate wrappers andCoca-Colacans were the three top brands that were the most common pieces of rubbish found in UK streets in 2013.[71]In December 2018, Walkers launched a recycling scheme for crisp packets after it was targeted by protests on the issue. Three months after its launch more than half a million empty packets were recycled.[72]However, as UK consumers eat 6 billion packets of crisps per year, with Walkers producing 11 million packets per day, the campaign organisation38 Degreesnoted this represents only a small fraction of the number of packets made and sold annually.[34]

See also

[edit]

Notes

[edit]
  1. ^Pepsico Holdings is aprivate unlimited companyregistered in the United Kingdom.[6]From 1980–1997, it was aprivate limited companyknown as PepsiCo Holdings Limited.[7][8]It is wholly owned by US-based food and beverage corporationPepsiCo, Inc..[9]

References

[edit]
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