Walkers MAX adds two new non-HFSS flavours


Walkers MAX has announced the launch of two brand new flavours, Fiery Prawn Cocktail and Hot Sauce Blaze.

Exclusively available in Tesco from 27 June 2022, the newest additions to the MAX Strong range will later be rolled out nationally to a wider range of groceries and convenience stores from 1 August.

The non-HFSS (High fat, salt and sugar) flavours form part of Walkers’ ambition for 50% of its snacks sales to come from products classified as non-HFSS or from products sold in portions of 100 calories or less by 2025.

The new flavours will be an addition to the brand’s first non-HFSS range that launched in March 2022. Classic flavours including Lightly Salted and Mild Cheese and Onion were re-launched with 45% less salt under Walkers’ aim to encourage consumers towards healthier choices.

READ MORE: Walkers crisps announce plans to make products healthier 2025

According to Nielson value data, MAX brand has seen 9% sales growth since 2019 and stronger flavours such as prawn cocktail has seen a 120% growth.

“The Walkers MAX Strong range has delivered some of the boldest flavours in the savoury snacks category,” Walkers MAX senior brand manager Jonathan Roberts said.

 “These new strong flavours, with lower levels of fat and salt will greatly appeal to this younger generation by delivering maximum flavour.”

“With consumers looking for healthier snack options, we’re determined to ensure non-HFSS options don’t mean less flavour for MAX consumers and that we continue to deliver a product that they know and love.”

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