Asian flavours take centre stage with new Walkers Crisps
CRISPS brand Walkers has unveiled two new flavours inspired by tastes from around the world with the new Masala Chicken and Sticky Teriyaki variants.
Responding to changing consumer taste buds and a demand for more Asian-inspired flavours, the new Walkers crisps are a permanent addition to the brand’s expansive range of flavours across a range of formats consisting of six-pack multipacks, 45g grab bags and 70g PMPs. RRPs for the formats sit at £1.15, £1.10 and £1.35 respectively.
Parent firm PepsiCo said landing on the two new flavours took a year of rigorous testing, a six-step process and 63 different flavour variations with the final results found to be, not only the most delicious, but also containing less salt.
These new launches come as demand for more Asian-inspired foods is at an all-time high with consumers. According to Nielsen data, interest in Japanese flavours has risen by 60% in the salty snacks category and searches for the Tikka Masala flavour continue to rise across Google Trends, meaning more people are searching for this taste across the internet.
The two new variants also follow on from the return of Walkers Worcester Sauce and Tomato Ketchup flavours earlier in 2025.
Wayne Newton, senior marketing director for Walkers Snacks at PepsiCo, said: “Walkers has long been known as a category leader for flavour and innovation. Masala Chicken and Sticky Teriyaki bring exciting, globally inspired flavours that strongly resonate with UK consumers.
“By expanding our permanent line-up, we are giving shoppers even more choice when it comes to the flavours they love, and helping retailers boost basket spend.”
The launches come ahead of Walkers’ ‘Flavourite’ campaign going live in September, which celebrates consumers’ love for their favourite iconic Walkers flavour. The campaign centres on the idea that not every flavour is for everyone, but everyone has the one flavour that they love.
The new campaign will span across TV, out-of-home media, digital, PR, social and shopper media, ensuring maximum visibility throughout September and October
Speaking on the campaign, Newton said: “With this campaign, we’re sparking a nationwide conversation and are encouraging people to share, debate, and celebrate their favourite Walkers flavours. It’s all about embracing the nation’s passion for crisps, from the timeless classics to the tasty newcomers.
“We have no doubt that Masala Chicken and Sticky Teriyaki will very quickly become the ‘Flavourite’ choice for many consumers.”
