Walkers crisps launches hot honey flavor amid major brand overhaul

LONDON: Walkers crisps is turning up the heat with its latest flavour innovation as it launched new crisps called Hot Honey. The new crisps will hit stores on January 12, priced at £2.15 for a six-pack, as part of the brand’s biggest redesign in nearly 80 years.

The launch coincides with a sweeping refresh of Walkers crisps’ branding, featuring a modern, “sun-inspired” logo with rays of light radiating from the centre and the signature of founder Henry Walker on each bag. The company calls it the largest brand update in its history.

Wayne Newton, Walkers’ marketing director, said, “This is a landmark moment for Walkers as we undergo our biggest redesign in years and listen to crisp-lovers who said ‘show us the honey’. Hot Honey is an on-trend flavour that reinforces Walkers’ dedication to flavour innovation.”

The new Hot Honey crisps join the brand’s popular “Flavours of the World” lineup, which also includes Sticky Teriyaki and Masala Chicken — flavours introduced in 2025 after decades without new permanent additions. The launch taps into a growing trend, with searches for “hot honey” rising 174% over the past three years.

To mark the release, Walkers crisps is offering a Golden Potato prize hunt, featuring more than half a million prizes in packs, including five £10,000 jackpots. Newton added: “Our Golden Potato promotion gives snackers an unmissable opportunity to win prizes. It’s the start of an incredibly exciting year for Walkers — so watch this space!”

Hot Honey, inspired by the U.S. craze for chilli-infused honey, has become increasingly popular in the UK, especially through American-style pizza, which has grown in popularity across London.

Web Desk