The recent transformation of the wholegrain crisps brand introduces a “bold new visual identity” across its core range. This redesign emphasizes the brand’s commitment to simple, wholesome ingredients and highlights its high-fiber credentials.
According to Nielsen, this brand became the fastest-growing chips and cracker name in the better-for-you category in 2025. Now, it has rebranded itself as S.U.N., which stands for ‘Simple, Uplifting Nutrition’.
Originally launched as part of the Walkers family in 2007, this rebranding represents the most significant marketing change in the product’s nearly 20-year history.
This initiative contributes to a broader trend in the food and beverage industry, where various brands are either repositioning or launching new products focused on fiber. It aligns with recent developments, such as Quorn’s update of its mince packs to reflect ‘high protein with no artificial ingredients’ in response to heightened consumer awareness of ultra-processed foods.
Cynthia Finke, marketing director at PepsiCo, remarked: “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 fiber, and we are here to help.”
A government-sponsored survey, which analyzed the dietary habits of Britons from 2019 to 2023, found that 96% of UK adults fail to meet the recommended daily fiber intake. This statistic persists even as a majority seek healthier lifestyles.
The revamped packaging is set to roll out extensively across the grocery sector this month, with the new six-pack retailing at an RRP of £2. This S.U.N. rebrand will be bolstered by both in-store and digital marketing initiatives.
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 flavors our consumers know and love.”
