PepsiCo-owned snack brand Walkers has expanded its presence in the premium savoury snacking sector with the launch of Walkers Gold, a range of slow-cooked potato crisps formulated for sharing occasions.
Rolling out across UK supermarket multiples from 12 October 2026 following an initial exclusive online trial with Ocado, the sub-brand introduces four premium flavour profiles. Packaged in 140g sharing bags at a recommended retail price (RRP) of £1.50, the crisps feature a thinner cut and rustic texture designed to deliver an elevated eating experience.
The launch represents Walkers' latest commercial move to build share in premium sharing and evening entertaining segments, competing directly alongside established hand-cooked and gourmet crisp brands.
"Walkers Gold is a significant addition to our sharing portfolio and a launch we're incredibly excited to bring to shoppers," said Wayne Newton, Senior Marketing Director of Walkers Snacks at PepsiCo. "They are indulgent and designed for those moments when you want to make an occasion feel that bit more special."
Flavour Profiles and Culinary Formulations
The Walkers Gold collection comprises four distinct flavour profiles that combine classic British savoury ingredients with gourmet culinary accents:
🧀 Somerset Mature Cheddar & Onion: Balances rich, tangy mature cheddar from Somerset with sweet, savoury onion seasoning.
🫒 Sea Salt & Olive Oil: Formulated with Mediterranean extra virgin olive oil notes and crisp sea salt flakes to showcase potato flavour and texture.
🍄 Black Truffle: Delivers an earthy, aromatic profile featuring pungent black truffle flavour notes developed for indulgent evening occasions.
🍏 Cider Vinegar & Sea Salt: Blends tangy fermented cider vinegar acidity with fine sea salt, launching initially as an exclusive variant at Tesco from 4 November 2026.
All four expressions are slow-cooked to cultivate a delicate crunch and rustic appearance, establishing a clear sensory distinction from the brand's core standard-cut potato crisps.
Packaging Architecture and Premiumisation
The product design adopts an understated, premium aesthetic centred around deep metallic tones, gold foil branding, and rustic ingredient photography.
By positioning Walkers Gold above its foundational core range while maintaining an accessible £1.50 price point for a 140g sharing bag, PepsiCo bridges everyday snacking with premium entertaining. The packaging format aligns with consumer demand for larger sharing bags during autumn social gatherings, movie nights, and festive hosting leading into the fourth-quarter holiday trading period.
The introduction follows Walkers' broader brand modernisation strategy, which has included recipe updates across its savoury snacks portfolio to improve nutritional credentials alongside targeted format innovations.
Retail Availability and Phased Rollout
Walkers is executing a phased distribution strategy across physical and digital grocery channels:
Ocado Early Access: The range made its digital debut in late September as an online retail exclusive priced at an introductory promotional rate.
National Grocery Rollout: Major supermarket multiples, including Morrisons and Sainsbury's, commenced in-store distribution of the Somerset Mature Cheddar & Onion, Sea Salt & Olive Oil, and Black Truffle variants on 12 October 2026.
Tesco Exclusive Flavour: The Cider Vinegar & Sea Salt variant will land exclusively across Tesco stores nationwide beginning 4 November 2026.
The timed commercial rollout positions the premium sharing line across grocery snack aisles ahead of the critical pre-Christmas trading window, giving retailers an incremental trade-up option within the bagged snacks fixture.
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