Valeo Snackfoods has redesigned the packaging across its Kettle crisps brand to highlight the real food ingredients used in the crisps.

Visible across 130g sharing backs, 40g packs, 80g price-marked packs and 5x25g multipacks, the move features food illustrations on the front of packs as well as highlighting the product’s provenance.

The new packaging also features less plastic, with the supplier saying it will save 50 tonnes annually.

Walkers to cut 250 tonnes of virgin plastic from its multipack packaging

It is also suitable for recycling at the front of large supermarkets, featuring the On-Pack Recycling Label (OPRL) to reflect this.

Commenting on the new packaging, Russell Tanner, marketing director at Valeo Snackfoods, said: “It’s an exciting development for the brand which helps keep our packs fresh, modern and vibrant while retaining the distinctive colour coding and logo which makes Kettle so easy to find on the shelves.”

Read more product news