Wotsits

Last updated

Wotsits
Wotsits.JPG
Product type Cheese puffs
Owner Walkers
CountryUK
Introduced1971;54 years ago (1971)
MarketsUK
Previous owners Golden Wonder
Website walkers.co.uk

Wotsits is a British brand of cheese-flavoured baked corn puffs [1] produced by Walkers. Originally launched by Golden Wonder in 1971, [2] which sold the brand to Walkers in 2002, [3] [4] [5] the snack is primarily known for its cheese variant ("Really Cheesy"), although other flavours have been introduced over the years. They are known for their light, airy texture and orange hue, and are well known in Britain. [6]

Contents

Name

When Walkers purchased Wotsits, early plans were put in place in October 2002 to rebrand Wotsits under the Cheetos name (owned by their parent company PepsiCo). [7] Walkers previously released the Cheetos brand in Britain, but with little success. [7] However, nothing came to be of this planned change and Walkers kept the Wotsits brand as is with a new look, replacing Cheetos. Wotsits relaunched with a brand new look and advertising campaign on 3 January 2003, [8] and the main cheese flavour was named Really Cheesy. [9]

Varieties and flavours

As of September 2025, the Wotsits range consists of: [10]

FlavourType
OriginalGiantsCrunchy
CheeseCheck-green.svgCheck-green.svgCheck-green.svg
Sweet & Spicy Flamin' HotCheck-green.svgCheck-green.svgCheck-green.svg
Cheese ToastieCheck-green.svg
Crispy BaconCheck-green.svg
Prawn CocktailCheck-green.svg
Flamin' HotCheck-green.svg
Extra Flamin' HotCheck-green.svg

Golden Wonder ownership

When first introduced by Golden Wonder, Wotsits were available in flavours such as Cheesy, Crispy Beef (later named Barbecue Beef and BBQ Beef), Cheese & Bacon, and Spicy Tomato. The latter two were discontinued in 1993.[ citation needed ] A Prawn Cocktail flavour was released in February 1998. [11]

In the late 1990s, Golden Wonder introduced various brand expansions of the product. The first brand extension was "Long Wotsits" in February 1995, which was longer version of the snacks, and said "How long is your Wotsit?" on the back. The second brand extension was "Weenie Wotsits" in November 1999, which was smaller version of the snacks promoted as "Little Wotsits for weenie mouths!". [12] This was followed up with the launch of the grid-shaped "Wotsits Wafflers" in May 2000, promoted as "Big, crunchy and waffle shaped!" [13] [14] and the oven-based "Wotsits Mealtime Potato Shapes" in November 2000. [15] [16]

In August 2001, "Whopping Wotsits" were introduced, which was longer version of the snacks promoted as a "Wot a Whopper!", and also featured as part of a promotion. [17] The Mealtime Potato Shapes were later released at McDonald's restaurants in the country, [12] and were later expanded to Wotsits Wafflers as well.

In November 2001, "Wotsits Micro Snacks" were introduced, which were microwave versions of the snack and said "Deliciously hot cheesy snack", and "Wotsits Wafflers Cheesy Potato Shapes", which were oven-based versions of the snack.[ citation needed ]

In March 2002, Golden Wonder announced the launch of a football-shaped version of the product called "Wotsits Goalden Balls" to coincide with the 2002 FIFA World Cup. [18] The product was released to compete with Walkers' "Footballs" product. [3] In April 2002, Golden Wonder teamed up with British television duo Ant & Dec for the "Goalden Shootout" promotion. Numbered codes of the back were shown in special packs of Nik Naks, Wotsits, Wotsits Wafflers and new Wotsits Goalden Balls. [19]

Walkers ownership

A "Mild Cheese" flavour was added to the range in 2003 after the takeover of Wotsits by Walkers. [8]

On 1 April 2004, Walkers announced the launch of a new "Flamin' Hot" flavour of the product, replacing "BBQ Beef", and was promoted as such as a "HOT NEW FLAVOUR!" [20] On 26 July 2004, Walkers announced the launch of a new product expansion called "Wotsits Twisted", which contained twists of corn, and were available in BBQ and Really Cheesy flavours. [21] From February 2007, Wotsits (along with Walkers's Quavers, Squares, French Fries and Monster Munch) started being made with sunseed oil instead, decreasing saturated fat. [22]

In August 2012, Wotsits Wafflers were reintroduced, being available in Bacon flavour. In May 2013, it was reintroduced as simply "Wafflers" under the Smiths brand, alongside the relaunch of Wotsits Twisted, branded solely as "Twisted". [23]

A limited edition version Zombie Fingers was put on sale for Halloween in September 2013 and has returned at following Halloweens. These come in Flamin' Hot flavour and are longer and curlier than normal Wotsits.[ citation needed ]

On 9 January 2020, Walkers announced that the Flamin' Hot and BBQ Beef (renamed to "Sizzlin' Steak") would return to store shelves due to popular demand. [24] A new variety called "Wotsits Giants" was also introduced around the same time, containing larger pieces of corn double the size of standard Wotsits, and are sold in Really Cheesy and Flamin' Hot. [25]

On 18 February 2022, it was announced that the Prawn Cocktail flavour would return to store shelves as a Wotsits Giants flavour in March, once again due to popular demand. [26] At the same time, it was announced that Crunchy Wotsits would be introduced, in Really Cheesy and Flamin' Hot flavours. [27]

In June 2023, a "Wotsits Really Cheesy" flavour of Walkers Crisps was released for a limited time only. [28]

In March 2024, the Flamin' Hot flavour for all Wotsits varieties was renamed to "Sweet and Spicy Flamin' Hot" to avoid confusion with Walkers' "Extra Flamin' Hot" brand, of which a new Wotsits Crunchy flavour was released for the range. [29] On 1 July, Walkers announced the "Yummy With" range of lower-salt snacks made with chickpea flour. Two new Wotsits flavours - Crispy Bacon, and Cheese Toastie, are part of this range. [30]

Advertising

The brand was the first to introduce inserts into its packs in March 1996, with the insertion of "Pogs". [31] The brand was previously advertised with the strapline "you only get a whoosh with a Wotsit" from at least 1992. [32] In September 2001, Golden Wonder ran a "Footie Flikka" promotion, which included twenty Footie Flikkas and a Footie Flikka album. [33]

Wotsits were one of the sponsors of SMTV Live (alongside other Walkers snacks such as Monster Munch and Squares) from 4 January 2003 until the show's discontinuation on 27 December 2003.[ citation needed ]

In 2003, the advertising agency Abbott Mead Vickers made a public apology when the Parliamentary Select Committee on Health brought to light a private brief that it had made to Frito-Lay (Walkers' owners) where it proposed encouraging children (4 to 9 years old) to believe that "Wotsits are for me—I'm going to buy them when I get the chance and pester Mum for them when she next goes shopping". [34]

In December 2009, Quavers, Wotsits, Squares, and French Fries all changed their packaging again to coincide with a "99 Calories or Less" range with a consumers' focus on "New Year New Me". [35]

See also

References

  1. ↑ "Crunch time". The Guardian. 14 January 2000. ISSN   0261-3077 . Retrieved 5 October 2025.
  2. ↑ "WE ARE a nation of munchers and nibblers. During a year, in Compiled by this country, we consume 160 million...". Leicester Chronicle. 30 April 1971. p. 7.
  3. 1 2 Week, Marketing (30 May 2002). "Walkers to move Wotsits to AMV.BBDO". Archived from the original on 18 February 2022. Retrieved 18 February 2022.
  4. ↑ archive.theargus.co.uk Archived 10 March 2007 at the Wayback Machine ; article dated 28 May 2002, retrieved 27 October 2006.
  5. ↑ "Walkers puts its muscle behind Wotsits". The Grocer. Archived from the original on 15 July 2023. Retrieved 18 February 2022.
  6. ↑ "Snack factory jobs under threat". 28 May 2002. Retrieved 5 October 2025.
  7. 1 2 "Walkers aims to relaunch Wotsits brand as Cheetos". Archived from the original on 7 October 2022. Retrieved 7 October 2022.
  8. 1 2 "ADWATCH: Wotsits brings in rapping school kids to revamp image". www.campaignlive.co.uk. Archived from the original on 18 February 2022. Retrieved 18 February 2022.
  9. ↑ "Walkers puts its muscle behind Wotsits". The Grocer. Retrieved 5 October 2025.
  10. ↑ "Walkers Cheese Wotsits | Walkers UK". www.walkers.co.uk. Retrieved 5 October 2025.
  11. ↑ "WEEKENDER Free vouchers offer for World Book Day". Burton Daily Mail . 7 February 1998. p. 10. WOTS new for 98? Wotsits Prawn Cocktail flavour that's wot. Packed in special limited edition shiny foil bags they hit the shelves this month
  12. 1 2 "McDonald's set to roll out Wotsits snack". 20 September 2001. Archived from the original on 18 February 2022. Retrieved 18 February 2022.
  13. ↑ "Golden Wonder TV campaign". www.campaignlive.co.uk. Archived from the original on 18 February 2022. Retrieved 18 February 2022.
  14. ↑ "Launch talk". Archived from the original on 15 July 2023. Retrieved 7 October 2022.
  15. ↑ The Wonder of potato Archived 15 July 2023 at the Wayback Machine , Catering Update via caterersearch.com. Article dated 1 November 2000, retrieved 21 January 2007.
  16. ↑ "Wotsits turn into potato". Archived from the original on 29 October 2022. Retrieved 7 October 2022.
  17. ↑ "Wotsits' soccer collector drive". Archived from the original on 14 October 2022. Retrieved 14 October 2022.
  18. ↑ "Goalden Balls to tackle Walkers' Footballs". 10 January 2002. Archived from the original on 18 February 2022. Retrieved 18 February 2022.
  19. ↑ "Ant and Dec get booted up". The Grocer. 23 March 2002. Retrieved 5 October 2025.
  20. ↑ "Walkers unveils new Wotsits flavour and relaunches Squares". Archived from the original on 18 February 2022. Retrieved 18 February 2022.
  21. ↑ "leisure-kit.net: The search engine for leisure buyers". www.leisure-kit.net. Archived from the original on 18 February 2022. Retrieved 18 February 2022.
  22. ↑ Chomka, Stefan (20 January 2007). "First crisps, now snacks slash the saturated fat". The Grocer. Retrieved 5 October 2025. From next month its Quavers, Wotsits, Monster Munch, Squares and French Fries products will be made with Sunseed oil
  23. ↑ "New additions to Smiths snack range". Archived from the original on 28 October 2021. Retrieved 7 October 2022.
  24. ↑ Dawson, Abbie (10 January 2020). "Wotsits brings back two discontinued flavours - Flamin' Hot and BBQ Beef". The Grocer. Archived from the original on 2 March 2021. Retrieved 18 February 2022.
  25. ↑ Dishman, Mark (8 September 2020). "Walkers gives it large with Wotsits Giants campaign". The Grocer. Archived from the original on 22 December 2022. Retrieved 18 February 2022.
  26. ↑ Garrett, Lee (18 February 2022). "Walkers confirms return of Wotsits flavour after 20 years". LeicestershireLive. Archived from the original on 6 June 2023. Retrieved 6 June 2023.
  27. ↑ "Wotsits adds duo of Crunchy snacks and prawn cocktail Giants". Archived from the original on 22 December 2022. Retrieved 7 October 2022.
  28. ↑ "Walkers launches Wotsits, Monster Munch and Doritos inspired crisp flavours".
  29. ↑ "Extra Flamin' Hot flavour added to Doritos, Walkers MAX and Wotsits Crunchy ranges".
  30. ↑ "Walkers debuts new 'Yummy With' non-HFSS range from Wotsits and Monster Munch".
  31. ↑ "Wotsit all - Why Golden Wonder is spending millions on Pogs promotion". Northamptonshire Evening Telegraph . 15 February 1996. p. 19. Wotsits, the cheesy corn snack, which will have the Pogs inside are being made at Corby. Packets of crisps with Pogs are being made by Golden Wonder at its Merseyside plant.
  32. ↑ """. Daily Mirror . 14 May 1992. p. 48. And remember - you only get a whoosh with a Wotsit!
  33. ↑ "Wotsits' soccer collector drive". www.campaignlive.co.uk. Retrieved 5 October 2025.
  34. ↑ publications.parliament.uk Archived 29 October 2016 at the Wayback Machine , retrieved 27 October 2006.
  35. ↑ "Walkers launches '99 Calories or less' banner". 5 December 2013. Archived from the original on 18 February 2022. Retrieved 18 February 2022.
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