PepsiCo has launched Wow, a new better-for-you snacking masterbrand in the United Kingdom that brings together reformulated lines from two of its core brands, Wotsits and Snack a Jacks.
The product range is rolling out initially as an exclusive listing with supermarket chain Tesco, ahead of a wider nationwide distribution across UK grocery multiples scheduled for March 2027.
Designed to provide parents with healthier snack options across family meal and snacking occasions, the masterbrand enters the market as consumer purchasing habits adapt to broader health trends, inflationary pressures, and the rising adoption of GLP-1 weight-loss medications.
Brand Architecture and Flavour Portfolio
The Wow range introduces multipacks of established savoury and sweet snacks, reformulated under stricter nutritional guidelines.
The initial portfolio entering commercial distribution features three distinct product variations:
🧀 Wotsits Real Cheesy: A healthier reformulation of the brand's classic cheese-flavoured puffed corn snack.
🧂 Wotsits Lightly Salted: A reduced-salt alternative designed for everyday family snacking.
🍏 Snack a Jacks Apple & Cinnamon: A portion-controlled, sweet-and-spiced popped rice and corn snack.
The products are packaged in 6 x 16g multipack formats carrying a recommended retail price (RRP) of £2.30.
Retail Distribution
PepsiCo is executing a phased commercial deployment for the Wow range, commencing with an exclusive retail window at Tesco before expanding across the wider UK grocery estate.
The phased approach provides the manufacturer with store-level sales performance data and customer feedback ahead of the comprehensive national retail rollout planned for March 2027.
The launch follows shifting dietary patterns in the UK, where shoppers are increasingly seeking portion-controlled, reduced-salt, and non-HFSS (high in fat, salt, or sugar) options for household consumption.
Manufacturing Investments and Portfolio Transformation
The introduction of the Wow brand forms part of a long-term operational effort by PepsiCo to transform its UK product portfolio.
According to the business, 59% of its total UK snack sales are now generated by healthier products, encompassing non-HFSS lines, items with reduced salt or fat levels, and portion-controlled formats delivering under 100 calories per serve.
The debut of Wow also marks a structural replacement of PepsiCo's previous healthier snacking line, Yummy With. Launched in 2024 as a chickpea-based variation of Wotsits and Monster Munch, the Yummy With range was widely delisted by UK grocery retailers earlier this year.
By leveraging the recognised brand equity of Wotsits and Snack a Jacks directly under the Wow banner, PepsiCo aims to establish an enduring, health-focused platform across UK supermarket aisles.
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