Walkers appears to be readying a customisable air fryer potato snacking range for launch.
Britain’s top-selling crisp brand has applied to register ‘Walkers by you’ and ‘Walkers your way’ as trademarks with the Intellectual Property Office, under classes 29 and 30 that cover potato-based snacks and chips for cooking in air fryers.
Walkers had not responded to requests for comment at the time of publication. However, the trademark activity follows a flurry of innovation specifically tailored to air fryers from McCain Foods.
The oven chips giant launched its first dedicated air fryer range in May. This was followed by the launch of Air Bites, a range of “veg-packed” snacks for air fryers, under McCain’s plant-based brand Strong Roots in October.
McCain has this month launched Vibes, a potato-based snacking product for air fryers which combines “the fluffiness of chips with the moreish crunch of a crisp”, into Iceland as part of the retailer’s ‘Brands on Ice’ accelerator programme.
In a recent LinkedIn post promoting the launch, Iceland category trading manager Adam Smith wrote: “With #AirFrying quickly becoming the UK’s preferred cooking method these products really permeate the zeitgeist!”
More than half of British households now own an air-fryer, with 58% of people using one, according to a Censuswide survey of 2,003 adults, commissioned by Good Food [Nation 2024].
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