Walkers Snacks launches potato skin brand

Walkers Snacks is launching a new brand called Walkers Skinfulls. The range will be potato skin crisps aimed at the sharing snack market and will be launched later this year.

Industry insiders say that the Skinfulls are long, oval potato skins, which are shaped for putting toppings on or for dipping into sauces. The range will be available in a number of different flavours.

It is not clear how the product will be packaged, but insiders say that the product is suitable for a tube-style pack rather than bags, which would mean it could take on Procter & Gamble’s Pringles brand. However, packaging is still under consideration, as the move would mean manufacturing changes at Walkers, which traditionally has bagged snacks.

Walkers has increasingly been focusing on developing its presence in the snacks market. It has added poppadums to its Sensations range of premium snacking as well as adding new flavours to the Oriental Crackers variant. It has also launched Doritos Latinos, which are heavier than the original tortilla chips (MW December 11, 2003).

Insiders say that Walkers has also returned its focus to the core range. It has revamped the packaging of its Walkers Crisps range and is now cooking them in sunflower oil in an effort to make them healthier.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here