# Cheeky Dry January Snacks Walkers Baked Showcase a Better for You Recipe with 0.0% Alcohol By Michael Hemsworth | Published 2025-01-10 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/walkers-baked References: [grocerytrader](https://grocerytrader.co.uk/walkers-to-launch-an-industry-first-campaign-making-its-better-for-you-range-synomonous-with-the-2025-dry-january-challenge/) & [walkers](https://www.walkers.co.uk)  The [Walkers Baked](https://www.trendhunter.com/trends/walkers-snacks) snack chip range is being tied to the 2025 Dry January Challenge in a bid to help position the brand's products as the perfect alternative to an alcoholic beverage. The tongue-in-cheek campaign will feature Walkers Baked, Walkers Less Salt, Pop Works, [Snack A Jacks](https://www.trendhunter.com/trends/snack-a-jacks-multipacks) and SunBites branded with a 0.0% alcohol content to link them to the Dry January movement where consumers abstain from alcohol for the first month of the year. The campaign also ties the products into additional new years resolution practices amongst consumers who often commit to making healthier food choices. Marketing Director, Portfolio Brands at [PepsiCo UK](https://www.trendhunter.com/trends/walkers-baked-multipacks) Cynthia Finke spoke on the Walkers Baked snack chip range camping saying, "Many shoppers will start the new year off by cutting back on the things they enjoy, such as some of their favourite snacks. Showcasing much-loved brands such as Walkers Baked, which is now worth over £80 million and Snack A Jacks, the number one rice cake brand[1], the new campaign taps into a culturally relevant moment that is the 2025 Dry January® Challenge. Through this, we can remind consumers of our broad range of great tasting non-HFSS snacks, making sticking to good intentions a little easier with brands they already know and love.” ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 58% | Activity: 60% | Freshness: 33% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Non-alcoholic Branding Strategies:** Aligning snack products with the Dry January movement offers a playful twist on traditional alcohol alternatives, appealing to health-conscious consumers. - **Healthy New Year Initiatives:** Capitalizing on New Year's resolutions, brands highlight products that align with healthier lifestyle choices, enhancing consumer support for their goals. - **Humor-driven Marketing Campaigns:** Utilizing lighthearted messaging and personality in campaigns enables brands to engage with audiences more effectively during wellness-focused periods. ### Industries Being Reshaped - **Food and Beverage:** Snack companies leverage cultural movements like Dry January to position their products as healthier lifestyle choices, broadening their consumer base. - **Health and Wellness:** The intersection of food brands and wellness challenges underscores the growing importance of healthier snacking options within the health industry. - **Marketing and Advertising:** Creative campaigns that connect with globally recognized challenges like Dry January demonstrate innovative approaches in engaging consumers. ## Related on Trend Hunter - [Permissible Snack Brand Campaigns](https://www.trendhunter.com/trends/walkers-campaign.md) - [Reformulated Health-Focused Snack Products](https://www.trendhunter.com/trends/walkers-snacks.md) - [Oven-Focused Baked Crisps Campaigns](https://www.trendhunter.com/trends/walkers-baked-commercial.md) - [Tasty Low-Salt Snack Chips](https://www.trendhunter.com/trends/walkers-max-snack-chips.md) - [Alcohol-Free New Year Campaigns](https://www.trendhunter.com/trends/dash-and-dry-january.md) - [Lighthearted Dry January Campaigns](https://www.trendhunter.com/trends/january-its-anything-but-dry-campaign.md) - [Chickpea-Based Healthy Snacks](https://www.trendhunter.com/trends/wotsits.md) - [Oven-Baked Low-Fat Snack Crisps](https://www.trendhunter.com/trends/jacobs-crinklys.md) - [Dry January Beer Launches](https://www.trendhunter.com/trends/dryback-january.md)