Walkers, the UK's crisp giant, has unveiled what it calls the 'biggest' brand transformation in its nearly 80-year history. The dramatic revamp, announced last week, includes a new hot honey flavour and a radically redesigned, 'sun-inspired' logo.
More Than Just a Fresh Coat of Paint?
The company states that the new design, with rays emanating from a central point, 'champions' the real ingredients and 100% British potatoes at the heart of every pack. However, a leading marketing expert suggests there could be a deeper, more strategic meaning behind the change that points to a significant shift for the brand.
Professor Zachary Estes of Bayes Business School told Metro that there are typically only two compelling reasons for a logo overhaul. The first is a subtle update for modernisation, often simplifying the design for digital screens. "The new logo is definitely not simplified," Estes notes, pointing out that the slanted banner and subtle sun rays may be hard to see on a small mobile screen.
A Signal of Fundamental Change
This leads him to the second reason: signalling a fundamental change in the business. "Merely adding a new flavour obviously does not merit a whole new brand logo," Estes explained. "Which makes me think Walkers may have something bigger coming soon."
He highlights that the old logo's iconic yellow crisp clearly communicated the product inside. "The old logo signals that Walkers only sells crisps," he said, suggesting this can become limiting for a well-known brand looking to diversify. The new sun icon, he argues, is not closely tied to crisps, making it an odd choice unless the brand intends to become more than just a crisp company.
Following in the Footsteps of Starbucks and Dunkin'
This strategy would follow a proven playbook used by other global giants. Estes points to Starbucks removing 'Coffee' from its logo in 2011 as it expanded its offering, and Dunkin' Donuts dropping 'Donuts' in 2019. The logo change effectively removes a product-specific constraint, allowing the brand to venture into new categories.
This theory appears to gain some credence from Walkers' own teasing comments. Speaking exclusively to Metro, Walkers marketing director Wayne Newton said: "It's the start of an incredibly exciting year for Walkers – so watch this space!"
While Walkers has not confirmed any specific new product lines for 2026, the combination of a radically altered logo and cryptic corporate messaging has certainly set the stage for potential major announcements. The crisp aisle may not be the only place you find the famous Walkers brand by the end of the year.
