LEICESTER, ENGLAND — PepsiCo Inc.’s U.K.-based snack brand Walkers has introduced new packaging for its core range of chip products.

The redesign brings a bolder look and a premium finish to the item. The new packaging embraces the brand’s heritage and highlights where its potatoes are sourced from.

The brand said the revamp will bring the product greater shelf visibility.

“We’re excited to be unveiling the modern and refreshed packaging across the Walkers core range as we start the New Year,” said Andy Hawkswell, marketing manager at PepsiCo. “Not only will it deliver the same great taste of Walkers that the nation loves, but it will also be easier for consumers to locate on the shelf and drive a stronger emotional connection with the brand.”

In addition to the redesign, the brand is also working to make its packaging 100% recyclable, compostable or biodegradable by 2025. To make its products more sustainable in the meantime, the brand initiated a recycling program in October 2018 that allows consumers to drop-off used snack packages at collections points around the U.K.