Walkers has had a properly strong run of new launches this summer, and the crisp giant isn’t slowing down. After unveiling two takeaway-inspired flavours back in July and bringing back its much-loved KFC collaboration last month, plus the first ever tube packaging for Walkers MAX and three limited-edition flavours tied to the FIFA Men’s World Cup, the brand is now adding two more crisps to the mix, this time with a fresh twist on old favourites rather than something brand new.
What’s new?
Walkers has launched its new Wavy Cut range, currently available exclusively at Sainsbury’s, with a wider rollout across other retailers planned for next year. The twist here isn’t a brand new flavour, it’s giving two previously popular flavours a totally different format, swapping the usual flat crisp for a ridged, wavy cut instead. It’s a fairly simple idea on paper, but one that plays into a texture-driven trend that’s been building across the crisp aisle for a while now, with ridged crisps increasingly seen as offering a slightly more premium, satisfying crunch than their flat counterparts.
The two flavours joining the range
The first is Lea & Perrins Worcester Sauce, made in partnership with Heinz. This flavour originally made its comeback back in March, bringing back a tangy, savoury profile that had previously been missing from shelves for some time. It now gets the Wavy Cut treatment as part of the new range. According to Walkers, the move taps into growing demand for ridged crisps, a segment the brand says continues to expand as shoppers look for more texture and crunch in their snacking choices.
The second flavour is Sticky Teriyaki, which first appeared last August as part of Walkers’ “Flavours of the World” collection, a range that turned out to be a bestseller for the brand. Alongside Masala Chicken, which drew inspiration from Indian cuisine, Sticky Teriyaki was actually one of the first entirely new flavours added to Walkers’ core range in decades, rather than being released purely as a limited-edition campaign that would disappear after a few months. Its lasting popularity is likely part of why it’s now been chosen to headline the new Wavy Cut format alongside the returning Worcester sauce flavour. Both new crisps come in 140g bags, priced at £2 RRP, and are designed with sharing in mind, making them a fairly straightforward addition to a snack cupboard or gathering with friends.
@well.this.is.new Walkers Wavy Cut Lea & Perrins and Sticky Teriyaki! 👀 At Sainsbury’s @Walkers Crisps #walkers #wavycut #crisps #worcestershiresauce #teriyaki ♬ Movin’ To The Sun – HUGEL & Imael Angel & Ultra Naté
Why Walkers is leaning into this format
According to Walkers’ marketing manager at parent company PepsiCo, the brand recognises that shoppers are increasingly looking for more exciting taste experiences rather than settling for the same old options. The Wavy Cut launch has been designed specifically to meet that demand, while also offering Sainsbury’s a premium format that can help drive sales of higher-value product lines within the crisp category, a category that’s become increasingly competitive as more brands chase the same shelf space.
Walkers also confirmed both new flavours are HFSS compliant, meaning they fall within the government’s thresholds for fat, salt, and sugar content. This distinction matters more than it might first appear, since products that don’t meet these standards face a number of real commercial restrictions. Non-compliant products are barred from prominent store locations like checkouts and entrances, lose eligibility for multi-buy deals, and can’t be advertised on TV before 9pm, all restrictions designed to reduce exposure to less healthy snack options, particularly for younger shoppers.
What people are saying
Early reactions online have been largely positive so far. One person commenting on Instagram confirmed the Worcester sauce flavour is “banging,” while another said they were keen to try the new range for themselves once it becomes more widely available. With the format currently limited to Sainsbury’s shelves, plenty of crisp fans elsewhere will likely be waiting somewhat impatiently for that wider retail rollout planned for next year.
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