PepsiCo looks set to relaunch its better-for-you crisps range, Walkers Baked.
It has registered a new-look logo, featuring the text ‘Walkers Oven Baked’ with the Intellectual Property Office, under classes 29 and 30, covering potato chips and tortilla chips.
While PepsiCo had not responded to requests by the time of writing, the logo features the same redesigned Walkers masterbrand logo filed by PepsiCo to the trademarks journal over summer.
The updated Walkers retains the yellow disc, red banner and white font of the original. However, pale yellow rays now emanate from the centre of the disc and a red outline has been added to the design.
Meanwhile, the red banner has been elongated and repositioned in the new-look logo, so the brand name is set diagonally rather than horizontally.
Value sales of Walkers Baked crisps fell by 10.6% to £80.6m, on volumes down 13.3% in the year ending 31 December 2024 [NIQ].
The trademark activity comes as PepsiCo appears to be re-evaluating its wider snacking portfolio.
Last month, The Grocer reported it looked set to relaunch its better-for-you Walkers sub-brand Sunbites, after it applied to the IPO to register two logos featuring the name S.U.N, standing for “simple uplifting nutrition”, and a sunshine icon as trademarks.
The applications were classified under categories 29 and 30, covering corn and rice chips.
PepsiCo last week announced it was to discontinue Smiths Tomato Snaps crisps to focus on its more popular snacks.
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