Why Is Lay's Called Walkers in the UK?

Why Is Lay's Called Walkers in the UK? Exploring a Tale of Two Chips

The question, "Why is Lay's called Walkers in the UK?" unveils a fascinating journey through the annals of snack food history, where two brands, though united under one corporate banner, have maintained distinct identities tailored to resonate with their respective audiences.

The Origins of Lay's and Walkers

The story begins in the United States in 1932 during the heart of the Great Depression. Herman Lay, the founder of Lays, started as a traveling salesman for a snack company before purchasing a potato chip factory in Atlanta in 1938. His entrepreneurial spirit led to the creation of Lay's, America’s first national potato chip brand. Lay's was one of the first snack foods advertised on television, and the brand quickly became synonymous with potato chips across North America.

Across the Atlantic, in the UK, Henry Walker, originally a butcher, founded Walkers in 1948 in Leicester, England. Post-World War II meat rationing forced Walker to seek alternative products, leading him to potato crisps. Walkers quickly became a beloved snack in Britain, known for its quality and distinctive flavours tailored to the British palate.

Acquisition and Expansion

In 1989, Walkers became part of Lay’s global network when it was acquired by Frito-Lay, a subsidiary of PepsiCo, which already owned Lay's. This acquisition was a strategic move by PepsiCo to establish a significant presence in the UK snack food market. Despite the acquisition, the Walkers brand name was retained in the UK and Ireland due to its strong market presence and consumer loyalty.

Notable Products and Innovations

Both brands have been pioneers in the snack industry, constantly evolving and expanding their product lines. Notable Lay's flavours include Classic, Barbecue, and Sour Cream & Onion, while Walkers offers similar staples alongside uniquely British flavours such as Prawn Cocktail, Worcester Sauce, and Pickled Onion. The innovation didn't stop at flavours; both brands have also introduced healthier options and diversified snack ranges to cater to changing consumer tastes.

Cultural Impact and Marketing

Lay's and Walkers have each developed marketing campaigns that deeply resonate within their respective markets. Lay’s "Do Us a Flavor" campaign was a huge success in the US, while Walkers' "Do Us a Flavour" echoed this sentiment in the UK, with both campaigns inviting customers to vote for new potato chip flavours.

Walkers has particularly capitalized on British icons in its advertising, featuring stars such as Gary Lineker and more recently, Mariah Carey, which has helped reinforce its identity as a quintessentially British brand despite its American ownership.

Why Maintain Different Brand Names?

The decision to maintain the Lay's name in international markets and Walkers in the UK can be attributed to local brand affinity. Walkers was already a household name in the UK with a strong consumer base when PepsiCo took over. Changing this name in the UK market might have risked losing its loyal customers. Conversely, Lay's continues to be a powerhouse in other markets, making it more effective for PepsiCo to leverage each brand's regional strengths under a unified global strategy.

To explore and purchase from a variety of Lay's and Walkers products, visit Duncans Online Sweet Shop and check out the exclusive flavours like Lay's BBQ Rib and Lay's KFC.

Whether known as Lay's or Walkers, these crisps continue to delight consumers with their quality, variety, and innovative marketing strategies. They exemplify how a brand can successfully maintain different identities in different markets while being part of a global portfolio, illustrating a masterclass in international brand management.