Quavers
A British deep-fried potato-based snack brand known for its curled shape and cheese flavour.
Last updated August 21, 2026
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Overview
Quavers is a British potato-based snack brand produced by Walkers, the PepsiCo-owned snack business. The product consists of small, lightweight, curled potato pieces made primarily from potato starch and deep-fried to create a crisp, airy texture. Its distinctive shape is associated with the musical quaver note, which also provides the brand name. The snack has traditionally been positioned as an accessible, family-oriented product within the UK savoury-snack market, with single bags and multipacks forming its principal formats. The brand originated with Smiths, which launched Quavers in 1968 at its factory on Newark Road in the Bracebridge area of Lincoln. Early advertising described the product as curly potato puffs and used the slogan “you get a lovely lot of Quavers in a bag.” The first flavour range included Cheese and Smoky Bacon. Over time, the brand experimented with a wide selection of savoury profiles, including Spicy Beef, Sweet and Sour, Prawn Cocktail, Ketchup, Salt and Vinegar, and later Streaky Bacon. Many of these flavours were temporary or were subsequently withdrawn, leaving Cheese as the long-standing core variety. The packaging changed from Smiths to Walkers branding in 1993. That year also saw the addition of Salt and Vinegar. A substantial relaunch followed in 1996, when Walkers introduced a new visual identity and an advertising campaign made with Aardman Animations. The campaign featured Quentin Quaverhead and his family, characters intended to express the product’s lightness and playful personality. Tangy Tomato was introduced in connection with that relaunch. Further packaging, logo, recipe, and range changes followed through the late 1990s and early 2000s, including participation in the short-lived Snackshack range and the addition of Streaky Bacon in 2002. Quavers has also been used for seasonal and limited-edition activity. Ghost-shaped Cheese Quavers appeared for Halloween in 2004 and returned in 2005. Packaging changes in 2007 highlighted the use of sunflower oil across several Walkers snack brands, while a 2009 packaging programme connected Quavers with a “99 Calories or Less” range. By 2012, Prawn Cocktail and Salt and Vinegar had been discontinued, although both were later announced for return in response to consumer demand. In 2023, Walkers refreshed the packaging and added a BBQ Sauce flavour. A Red Leicester variant was introduced in 2025. Today, Quavers remains primarily a United Kingdom brand within Walkers’ broader portfolio of packaged savoury snacks. Its competitive identity rests on a combination of recognisable shape, mild cheese-led flavouring, small serving size, colourful packaging, and continuity with a long-running British snack tradition. Product availability and flavours can vary by time, pack format, and retail channel.
History
Quavers began as a Smiths product in 1968, manufactured at the company’s Newark Road factory in the Bracebridge area of Lincoln. It was designed as a light, curled, deep-fried potato snack, and its name refers to the musical notation symbol known as a quaver. The visual association was reinforced by the snack’s curled form. Early marketing presented the product as “curly potato puffs” and used the slogan “you get a lovely lot of Quavers in a bag.” The original range included Cheese and Smoky Bacon. During the following decades, Smiths and later Walkers tested a succession of additional flavours, reflecting the wider practice in the UK snack sector of using limited-time and novelty varieties to extend a core brand. These included Spicy Beef, Sweet and Sour, Prawn Cocktail, Ketchup, and Salt and Vinegar. The packaging moved from Smiths to Walkers branding in 1993, marking the brand’s integration into Walkers’ portfolio. Salt and Vinegar was added during the same period. A major repositioning took place in March 1996. Walkers gave Quavers a new look and supported it with an advertising campaign produced by Aardman Animations. The campaign introduced Quentin Quaverhead and his family, fictional figures used to communicate the product’s lightness and playful character. Tangy Tomato was added at the time. Quavers subsequently appeared in the short-lived Snackshack range in 1997, received updated packaging during Walkers’ 1998 branding refresh, and saw the return of Prawn Cocktail with a revised recipe. Another logo and recipe update followed in 1999, including a new Cheese recipe, with a further branding refresh in 2000. The range continued to receive periodic extensions and seasonal treatments. Streaky Bacon was introduced in 2002, using coloured pieces intended to evoke bacon. Ghost-shaped Cheese Quavers were released for Halloween in 2004 and brought back in 2005. In 2007, Walkers altered the packaging of Quavers and several other snack brands to reflect the use of sunflower oil; the multipack format also adopted a landscape orientation and the Quavers logo was slightly revised. A further packaging change in 2009 connected the product with Walkers’ “99 Calories or Less” programme. By 2012, Prawn Cocktail and Salt and Vinegar had been removed from the range. Ketchup and Sweet and Sour had also appeared as limited offerings but were no longer available. Consumer interest in the discontinued flavours led Walkers to announce in December 2020 that Prawn Cocktail and Salt and Vinegar would return in February 2021. In March 2023, Quavers received another packaging refresh and added BBQ Sauce. Red Leicester was introduced in July 2025. Quavers is a Walkers brand within PepsiCo’s snack portfolio and remains principally associated with the United Kingdom. Its enduring identity is built around the product’s small curled shape, airy deep-fried texture, approachable savoury flavours, and playful family positioning. Cheese has remained the central and most recognisable variety, while additional flavours, seasonal shapes, recipe changes, and packaging updates have allowed the brand to respond to changing consumer preferences without abandoning its original format.
- 2025
Red Leicester flavour introduced
[1]Walkers introduces Red Leicester as a new Quavers flavour.
- 2023
Packaging refresh and BBQ Sauce launch
[1]Quavers receives a packaging refresh and expands with BBQ Sauce.
- 2020
Return of discontinued flavours announced
[1]Walkers announces the return of Prawn Cocktail and Salt and Vinegar for February 2021 after consumer requests.
- 2012
Several flavours discontinued
[1]Prawn Cocktail and Salt and Vinegar are discontinued by this point, while Ketchup and Sweet and Sour are identified as former limited flavours.
- 2009
“99 Calories or Less” packaging programme
[1]Quavers packaging is updated as part of Walkers’ “99 Calories or Less” initiative.
- 2007
Sunflower-oil packaging update
[1]Packaging is revised to reflect the use of sunflower oil across several Walkers snack products.
- 2004
Halloween ghost-shaped edition
[1]Quavers introduces a ghost-shaped Cheese edition for Halloween.
- 2002
Streaky Bacon added
[1]Walkers adds Streaky Bacon, with coloured pieces designed to resemble bacon.
- 1999
New logo and Cheese recipe
[1]The brand receives a new logo and a revised Cheese recipe.
- 1998
Packaging refresh and Prawn Cocktail recipe change
[1]Walkers updates Quavers packaging and brings back Prawn Cocktail with a new recipe.
Products and positioning
An accessible, playful, family-oriented British savoury snack centred on a light texture, curled shape, and cheese-led flavour.
Potato snack · 1968
Quavers Cheese
The core Quavers variety, made from potato starch and deep-fried into small curled pieces with a cheese flavour. Cheese has been central to the brand since its early years and has remained its most established flavour despite periodic recipe and packaging changes.
Flavoured potato snack · 2023
Quavers BBQ Sauce
A barbecue-seasoned extension of the Quavers range introduced during the brand’s 2023 packaging refresh. It broadens the range beyond the traditional cheese-led proposition with a sweet and savoury barbecue profile.
Cheese-flavoured potato snack · 2025
Quavers Red Leicester
A Red Leicester-flavoured variant introduced in 2025. The variety extends Quavers’ association with cheese flavours while giving the range a specifically named cheese profile.
Flavoured potato snack
Quavers Prawn Cocktail
A former seafood-inspired flavour that was part of the historical Quavers range, discontinued by 2012 and later announced for return in response to consumer demand.
Flavoured potato snack · 1993
Quavers Salt and Vinegar
A tangy flavour added to the range in 1993. It was later discontinued and was among the varieties announced for return in 2021.
Flavoured potato snack · 2002
Quavers Streaky Bacon
A bacon-flavoured variety introduced in 2002. Its distinctive pink and brown pieces were designed to visually suggest streaky bacon.
Flavoured potato snack · 1996
Quavers Tangy Tomato
A tomato-flavoured extension introduced alongside the 1996 relaunch and the Aardman-produced Quentin Quaverhead advertising campaign.
Marketing campaigns
- 200999 Calories or Less
United Kingdom
Quavers packaging was included in Walkers’ “99 Calories or Less” programme, linked to New Year health and lifestyle messaging.
Outcome. Presented the product through a portion- and calorie-conscious communication platform.
- 2004Halloween Ghost Quavers
United Kingdom
Quavers used ghost-shaped Cheese snacks as a seasonal Halloween treatment, with the format returning in 2005.
Outcome. Added a limited seasonal format to the established Cheese product.
- 1996Quentin Quaverhead and family
United Kingdom
Walkers used characters created for an Aardman Animations advertising campaign to represent the lightness and playful personality of Quavers.
Outcome. Supported a major visual and advertising relaunch of the brand.
- 1968“You get a lovely lot of Quavers in a bag”
United Kingdom
The launch advertising described Quavers as curly potato puffs and used a slogan emphasising the quantity of snacks in each bag.
Outcome. Established the early product description and value-oriented brand voice.
Brand decisions
2025
Introduce Red Leicester flavourProduct launchBackground
Quavers continued to build on its established association with cheese-flavoured snacks.
Action taken
Walkers introduced a Red Leicester flavour in July 2025.
2023
Refresh packaging and add BBQ SauceProduct launchBackground
Walkers continued to update the Quavers brand while extending its flavour offer beyond the traditional Cheese product.
Action taken
The brand received refreshed packaging and a BBQ Sauce flavour was introduced.
Aftermath
BBQ Sauce became part of the documented current range.
2020
Bring back Prawn Cocktail and Salt and VinegarProduct launchBackground
The two flavours had been discontinued, but Walkers reported sufficient consumer demand to justify their return.
Action taken
Walkers announced that both varieties would return to shelves in February 2021.
Aftermath
The decision reintroduced two historically associated flavours to the Quavers range.
1996
Relaunch Quavers with new identity and Tangy TomatoProduct launchBackground
Walkers undertook a major brand refresh and sought to communicate Quavers’ lightness through character-based advertising.
Action taken
The company introduced new packaging, the Quentin Quaverhead characters, an Aardman Animations campaign, and Tangy Tomato.
Aftermath
Quavers continued to receive periodic packaging, logo, recipe, and flavour updates.
1993
Adopt Walkers brandingStrategyBackground
Quavers had originated under Smiths, but its packaging identity was changed as the product became part of Walkers’ branded snack portfolio.
Action taken
Walkers replaced Smiths branding on Quavers packaging.
Aftermath
The product continued under the Walkers name and expanded its flavour range with Salt and Vinegar.
Recent events
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