What moved (Sep '25 – Aug '26)
| Metric | Sep 2025 → Aug 2026 | Change |
|---|---|---|
| Preference | 29% → 36% | +7pp |
What's behind the growth
Walkers' brand-building this year has spanned a sharpened identity, revived nostalgia and a heavyweight flavour calendar. In January 2026 it rolled out its biggest rebrand in around 80 years: a new "sun-inspired" logo, founder Henry Walker's signature on-pack, and "100% Great British potatoes" messaging. It launched alongside a new Hot Honey flavour and a Golden Potato promotion offering prizes worth up to £10,000.
Nostalgia has been a running thread too. It brought back the discontinued Worcester Sauce flavour nationally in March 2025, after a viral single-store stunt saw bags reselling for over £100 on eBay.
Then it revived Budweiser's famous 1999 "Whassup?" ad with its own crisp-flavoured twist in August 2025.
Its flavour range kept expanding: Sensations Easter limited editions in February 2026, and a run of new flavours for the 2026 FIFA World Cup, when its "No Walkers, No Game" campaign put David Beckham, Thierry Henry and Lionel Messi on pack from May to August 2026.
