The move will see the wholegrain crisps brand embrace a “bold new visual identity” across its core range, designed to call out its simple, core ingredients and high fibre credentials.
Named by Nielsen as the fastest-growing chips and cracker brand in the better-for-you category in 2025, the brand’s new name (S.U.N.) has now been reimagined as an abbreviation for ‘Simple, Uplifting Nutrition’.
Launched as part of the Walkers family in 2007, this re-brand marks the biggest marketing shift in the product’s near 20-year history.
This is the latest in a long line of fibre-focused forays which has seen brands and companies repositioning or launching new fibre products. It also follows similar moves made by Quorn last year, which updated all of its mince packs with the claim ‘high protein with no artificial ingredients’ after UPF were tossed into the spotlight.
Commenting Cynthia Finke, marketing director at PepsiCo said: “S.U.N is all about supporting positive change. In recent years, food choices have become more complex, and for some – a source of uncertainty.
“S.U.N.’s new positioning aims to empower shoppers with facts, not fads, cutting through the noise and delivering a simple and focused message – you need to eat more fibre, and we are here to help.”
A government-run survey that examined Britons’ diet and nutrition between 2019 and 2023 found that 96% of UK adults do not meet the daily fibre intake recommendation, despite a majority of majority of consumers trying to adapt to healthier lifestyles.
Rolling out widely across the grocery channel, the refreshed packaging will hit stores this month and the new six-pack will be available at an RRP of £2. The S.U.N. rebrand will be supported by in-store and digital media.
Alina Petrozhets, marketing manager at PepsiCo added: “Our visual redesign will help better guide shoppers on the nutrition of their snacks as well as support retailers in attracting those looking to make a positive change, all whilst keeping the same delicious flavours our consumers know and love.”
