Walkers crisps go British

In an effort to capitalise on consumer interest in sourcing and food miles it will buy all of its potatoes from British growers and Gary Lineker will front the advertising when it breaks in August.

At the same time it is reintroducing Worcester Sauce flavour and launching Cajun Spice. All of the packs feature a potato 'morphing' into crisps along with a new-look logo says John Goldstone, vice president of marketing.

He says the packs also carry the Carbon Trust's carbon reduction label which demonstrates Walkers' commitment to measuring and reducing the carbon footprint of its products.

The all-British crisps will be available from July 9 while the marketing campaign - which covers TV, press, posters and on-line - and breaks in August.