The snacks brand claims the campaign is its biggest push for new flavours in ten years. It is launching 11 flavours developed from ingredients sourced from British farmers and producers.

Walkers has challenged Gary and his father Barry, who ran a fruit and veg stall, to travel across the UK visiting producers to test the ingredients firsthand. Their travels are documented in a series of adverts set to launch throughout 2013.

Sebastian Micozzi, head of marketing for Walkers, says: “As a home grown British brand, the move to using ingredients sourced from UK suppliers is a huge step for Walkers. We’ve spent two years making sure the new seasonings result in truly irresistible Walkers crisps which people know and love.”

The range has developed in response to shoppers looking for “produce with regional provenance”, according to the business.