Walkers races towards non-HFSS snacking target

The crisps and snacks manufacturer previously set a goal to make 50% of its snack sales to come from healthier alternatives by 2025, a target that it is now more than half-way toward achieving.

Non-high in fat, salt or sugar (HFSS) snacks now account for 15% of Walkers’ overall sales, and portions of 100 calories or less account for a further 15% of sales. Two-thirds of all new products launched last year were not classified as HFSS.

‘Stepping up our efforts’

Jason Richards, general manager of PepsiCo UK & Ireland, said: “Walkers has long been a leader in the development of healthier snacks and last year we stepped up our efforts, setting our boldest ambition yet. I’m immensely proud of how far we’ve come in a year by reshaping our portfolio. ​

“We’ve done this through a combination of innovation with new products such as Walkers’ 45% Less Salt and Popworks, reformulation of established family favourites Walkers Baked and Doritos Dippers, and offering a broader range of our most loved brands in portions of under 100 calories or less.”​

According to Richards, the sales success of Walkers’ non-HFSS products was a sign of the UK’s increasing appetite for healthier choices.

‘Demand for healthier choices’

“Our R&D team in Leicester has met this demand for healthier choices without compromising on our trademark taste and quality,”​ he added. “We know there’s more work to do, and we remain confident that we can reach our ambition, dramatically shifting our snacks portfolio towards healthier alternatives.”​

Walkers’ progress towards its goal of 50% sales arising from healthier options comes a year after an initial three-year investment of £35m to drive product innovation and reformulation.

A raft of other brands in Walkers’ portfolio have also switched to non-HFSS in the past year, including Walkers Baked, and the launch of HFSS compliant brands Doritos Dippers, Doritos Pizza, Max Strong, PopWorks and Snack a Jacks.

Meanwhile, the Soft Drinks Industry Levy – AKA the Sugar Levy – has been a catalyst for growth in the soft drinks industry​​, but growth of sugary drinks in the out of home market suggests more could be done to educate retailers and consumers of sugar-free alternatives.