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59-602: Walkers Snack Foods Limited , trading as Walkers , is a British snack food manufacturer mainly operating in the UK and Ireland. The company is best known for manufacturing potato crisps and other snack foods. In 2013, it held 56% of the British crisp market. Walkers was founded in 1948 in Leicester , England, by Henry Walker. The Walkers family sold the business in 1970 to American food producer, Standard Brands . In 1989, Walkers

118-420: A DBA must be registered with a local or state government, or both, depending on the jurisdiction. For example, California, Texas and Virginia require a DBA to be registered with each county (or independent city in the case of Virginia) where the owner does business. Maryland and Colorado have DBAs registered with a state agency. Virginia also requires corporations and LLCs to file a copy of their registration with

177-467: A DBA statement, though names including the first and last name of the owner may be accepted. This also reduces the possibility of two local businesses operating under the same name, although some jurisdictions do not provide exclusivity for a name, or may allow more than one party to register the same name. Note, though, that this is not a substitute for filing a trademark application. A DBA filing carries no legal weight in establishing trademark rights. In

236-550: A Nobel Prize for the invention of partition chromatography in 1952, food scientists began to develop flavours via a gas chromatograph , a device that allowed scientists to understand chemical compounds behind complex flavours such as cheese. In 1954, the first flavoured crisps were invented by Joe “Spud” Murphy (owner of the Irish company Tayto ) who developed a technique to add cheese and onion seasoning during production. Later that year, Walkers introduced Cheese and Onion (inspired by

295-457: A Swiss subsidiary, Frito-Lay Trading GmbH. Subsequently, according to The Guardian , the "UK tax authorities managed to claw back less than a third of what they might" have received had an unchanged structure continued producing the same sort of level of UK profits and tax as Walkers Snack Foods had in 1998. In September 2001, Walkers ran a "Moneybags" promotion where £20, £10 and £5 notes were placed in special winning bags. However, two workers at

354-516: A businessperson writes a trade name on a contract, invoice, or cheque, they must also add the legal name of the business. Numbered companies will very often operate as something other than their legal name, which is unrecognizable to the public. In Chile , a trade name is known as a nombre de fantasía ('fantasy' or 'fiction' name), and the legal name of business is called a razón social (social name). In Ireland , businesses are legally required to register business names where these differ from

413-440: A campaign. Since 2008, Walkers has run its "Do Us a Flavour" campaign, challenging the British public to think up unique flavours for its crisps. Six flavours were chosen from among the entries and released as special editions. Consumers could vote on their favourite, and the winner would become a permanent flavour. In 2018, Walkers launched six new flavours to celebrate the brand's seventieth birthday, with each flavour representing

472-565: A crisp factory were sacked after stealing cash prizes from bags on the production line. In February 2006, Walkers changed its brand label and typeset . It also announced it would reduce the saturated fat in its crisps by 70%. It started frying its crisps in "SunSeed" oil, as claiming the oil is higher in monounsaturated fat content than the standard sunflower oil which it had used previously, establishing its own sunflower farms in Ukraine and Spain to be able to produce sufficient quantities of

531-507: A different decade. In the 1880s, Henry Walker moved from Mansfield , Nottinghamshire to Leicester to take over an established butcher's shop in the High Street . Meat rationing in the UK after World War II saw the factory output drop dramatically, and so in 1948, Walkers & Sons starting looking at alternative products. Potato crisps were becoming increasingly popular with the public; this led managing director R.E. Gerrard to shift

590-629: A limited edition 'Winners - Salt and Victory' crisps to commemorate its home-town football team, Leicester City , winning the Premier League for the first time. Earlier that season, Walkers had given Leicester fans in attendance at a match versus Chelsea bags of " Vardy salted" crisps, bearing the image of the Foxes' striker. Other Walkers products are: In January 2019, Walkers unveiled new packaging for its main range, celebrating its British heritage through its design. The new packaging features

649-514: A limited time. People voted on the Walkers website or used hashtags to see which flavour would be reintroduced permanently (Beef and Onion was chosen). The Marmite flavour was also brought back permanently to coincide with the promotion. On 10 April 2016, Walkers launched the Spell and Go promotion, again fronted by Gary Lineker. This competition caused some controversy as customers complained that it

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708-528: A piquant sauce of some kind is of ancient origin and many varieties exist. Oyster or shrimp dishes of this kind were popular in the United States in the late nineteenth century and some sources link the serving of the dish in cocktail glasses to the ban on alcoholic drinks during the 1920s prohibition era in the United States. A version of the shrimp cocktail was popularized in Las Vegas casinos in

767-527: A range of cheese puffs in July 2004. In September 2007, Walkers launched Sunbites, a healthier range of lower/better fat crisps made using whole grains. In July 2008, Walkers launched its "Do Us a Flavour" campaign, challenging the public to think up unique flavours for its crisps. In January 2009 six flavours were chosen from among the entries and released as special editions, available until May 2009. During this period, consumers could vote on their favourite, and

826-458: A registered legal name and a fictitious business name, or trade name, is important because fictitious business names do not always identify the entity that is legally responsible . Legal agreements (such as contracts ) are normally made using the registered legal name of the business. If a corporation fails to consistently adhere to such important legal formalities like using its registered legal name in contracts, it may be subject to piercing of

885-499: A third of the extruded snacks market, making them the market leader. The Walkers logo, featuring a red ribbon around a yellow sun, is noticeably similar to Lay's and derives from the Walkers logo used in 1990. Gary Lineker , the Leicester-born former footballer, has been involved in advertisements with the company since 1995. During the 90s, Walkers sold limited edition Salt and Lineker and Cheese & Owen crisps featuring

944-454: Is also sometimes used. A company typically uses a trade name to conduct business using a simpler name rather than using their formal and often lengthier name. Trade names are also used when a preferred name cannot be registered, often because it may already be registered or is too similar to a name that is already registered. Using one or more fictitious business names does not create additional separate legal entities. The distinction between

1003-521: Is best to use homemade mayonnaise, and recommends adding chopped basil and tarragon . The television chef and writer Delia Smith states that the best version is with self-cooked prawns, and that in the 1960s it was "something simple but really luscious, yet over the years it has suffered from some very poor adaptations, not least watery prawns and inferior sauces." As Hopkinson and Bareham note in The Prawn Cocktail Years , what

1062-528: Is called a razón social . Prawn cocktail Prawn cocktail , also known as shrimp cocktail , is a seafood dish consisting of shelled, cooked prawns in a Marie Rose sauce or cocktail sauce , served in a glass. It was the most popular hors d'œuvre in Great Britain, as well as in the United States, from the 1960s to the late 1980s. According to the English food writer Nigel Slater ,

1121-563: The Ploughman's lunch ), and Salt and Vinegar was launched in 1967 (inspired by the nation's love of fish and chips ). The Walkers family sold the company in 1970 to the American food producer Standard Brands , who in turn merged with another American food company Nabisco to form Nabisco Brands in 1981. Prawn Cocktail flavour was introduced in the 1970s (inspired by the 1970s popular starter of prawn cocktail ) and Roast Chicken (inspired by

1180-466: The United Kingdom , there is no filing requirement for a "business name", defined as "any name under which someone carries on business" that, for a company or limited liability partnership, "is not its registered name", but there are requirements for disclosure of the owner's true name and some restrictions on the use of certain names. A minority of U.S. states, including Washington , still use

1239-452: The 1990s. Some flavours were made available for a short time either because they tied in with special promotions, or failed to meet sales expectations. Walkers' "Great British Dinner" range included baked ham & mustard and chicken tikka . A series of "mystery flavours" were launched in 2012, and later revealed to be sour cream & spring onion, Lincolnshire sausage & brown sauce, and Birmingham chicken balti. In 2016, Walkers produced

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1298-534: The Flavour Cup. For the 2011 Comic Relief , four celebrities ( Jimmy Carr , Stephen Fry , Al Murray and Frank Skinner ) each represented four new flavours. In early 2013, Walkers revised its packaging, with a new design and typeface. Slogans such as 'Distinctively Salt & Vinegar' and 'Classically Ready Salted' were added to the front of packs. The previous packaging design had only existed for 12 months. Along with this packaging design, there came news that

1357-418: The U.S., trademark rights are acquired by use in commerce, but there can be substantial benefits to filing a trademark application. Sole proprietors are the most common users of DBAs. Sole proprietors are individual business owners who run their businesses themselves. Since most people in these circumstances use a business name other than their own name, it is often necessary for them to get DBAs. Generally,

1416-472: The UK, with some believing Walkers switched the colours; however, Walkers have stated that they have always had that colour scheme. In 2021, actress Thandiwe Newton joked, "Salt 'n Vinegar is BLUE, and Cheese and Onion is GREEN. Ok? Enough with this foolishness." The confusion can be attributed to Walker's rise to become the most popular brand in the UK (overtaking Golden Wonder , whose colour scheme people had become used to) after their acquisition by PepsiCo in

1475-487: The Walkers logo in the middle of each packet rather than centre-top, alongside a new series of illustrations which are laid out in the shape of a Union Jack flag, and feature icons and landmarks such as London's Big Ben and red telephone boxes , and Liverpool's Liver Building . According to the environmental charity Keep Britain Tidy , Walkers crisps packets along with Cadbury chocolate wrappers and Coca-Cola cans were

1534-534: The bags to Walkers' freepost address, but without envelopes they could not go through machines and had to be sorted by hand, causing delays. In December 2022, Walkers launched a UK-wide search for the best heart-shaped crisp with a £100,000 reward for one winner. In January 2024, Walkers launched three limited edition vegan flavours for Veganuary . BBQ Pork Ribs, Grilled Cheese Toastie and Flame Grilled Steak. In March 2024, Walkers reintroduced their 1990s range of football themed crisps. Salt & Lineker

1593-618: The brand name of Quavers and Monster Munch snacks. In January 1999, Walkers launched Max, a brand with a range of crisps and then a new-look Quavers in March 1999. In April 2000, another of the Max flavours called Red Hot Max was launched and then Naked Max in June 2000. In February 2000, a new-look Cheetos was relaunched, serving as the only cheesy snack in the UK. In July 2000, the Quavers packaging

1652-638: The campaign organisation 38 Degrees noted this represents only a small fraction of the number of packets made and sold annually. Trading as In a number of countries, the phrase " trading as " (abbreviated to t/a ) is used to designate a trade name. In the United States , the phrase " doing business as " (abbreviated to DBA , dba , d.b.a. , or d/b/a ) is used, among others, such as assumed business name or fictitious business name . In Canada , " operating as " (abbreviated to o/a ) and " trading as " are used, although " doing business as "

1711-476: The company focus and begin hand-slicing and frying potatoes. Prior to the 1950s, crisps were sold without flavour; Smith's of London sold plain potato crisps which came with a small blue sachet of salt that could be sprinkled over them. The first crisps manufactured by Walkers in 1948 were sprinkled with salt and sold for threepence a bag. After Archer Martin and Richard Synge (while working in Leeds) received

1770-405: The company would begin using real meat products in its Smoky Bacon and Roast Chicken flavoured crisps. This prompted opposition from vegetarians, vegans, Muslims and Jews , who were now unable to eat these flavours. In 2014, Lineker launched a new "Do Us a Flavour" Walkers competition, allowing the public to submit new flavours of crisps. Six flavours would be chosen and sold for the remainder of

1829-484: The corporate veil . In English , trade names are generally treated as proper nouns . In Argentina , a trade name is known as a nombre de fantasía ('fantasy' or 'fiction' name), and the legal name of business is called a razón social (social name). In Brazil , a trade name is known as a nome fantasia ('fantasy' or 'fiction' name), and the legal name of business is called razão social (social name). In some Canadian jurisdictions , such as Ontario , when

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1888-534: The county or city to be registered with the State Corporation Commission. DBA statements are often used in conjunction with a franchise . The franchisee will have a legal name under which it may sue and be sued, but will conduct business under the franchiser's brand name (which the public would recognize). A typical real-world example can be found in a well-known pricing mistake case, Donovan v. RRL Corp. , 26 Cal. 4th 261 (2001), where

1947-444: The end, it was decided that the flavour with the most fans at the end of the tournament/competition would be declared the winner and ultimate champion of all flavours. Walkers encouraged people to engage in social media activity, and upload photos and videos to its website proving people's Superfan status of Walkers Crisps. The best fan from each of the 15 flavours won £10,000. In the end, English roast beef & Yorkshire pudding won

2006-594: The face of the brand since 1995, featuring in most of its popular commercials and successful advertising campaigns. For the 2011 Comic Relief , four celebrities each represented four new flavours. The Walkers brand (under PepsiCo) sponsors the UEFA Champions League and the Super Cup for the UK and Irish markets. In 2019, Walkers reunited with the Spice Girls , with the 1990s girl band featuring in

2065-501: The factory, to the point at which finished product leaves the dispatch bay for delivery to customers. The company produces a variety of flavours for its crisps. The three main varieties are: Cheese and Onion (introduced in 1954), Salt and Vinegar (introduced in 1967) and Ready Salted. Other varieties include: Worcestershire Sauce , Roast Chicken, Prawn Cocktail , Smoky Bacon, Tomato Ketchup, and Pickled Onion. The Leicester-born former England international footballer Gary Lineker has been

2124-629: The late 1950s, beginning with the Golden Gate Casino on Fremont Street , which sold as many as 2,000 shrimp cocktails daily, at inexpensive prices, no more than 99 cents. The dish is considered somewhat synonymous with the gambling and entertainment mecca. In the United Kingdom, the invention of the prawn cocktail is often credited to British television chef Fanny Cradock in the 1960s; In their 1997 book The Prawn Cocktail Years , Simon Hopkinson and Lindsey Bareham note that

2183-402: The law is to protect the public from fraud, by compelling the business owner to first file or register his fictitious business name with the county clerk, and then making a further public record of it by publishing it in a newspaper. Several other states, such as Illinois , require print notices as well. In Uruguay , a trade name is known as a nombre fantasía , and the legal name of business

2242-501: The likenesses of Lineker and fellow footballer Michael Owen . In 2000, Lineker's Walkers commercials were ranked ninth in Channel 4 ’s UK wide poll of " The 100 Greatest TV Ads ". The official website states that an estimated "11 million people will eat a Walkers product every day". The company employs over 4,000 people in 15 locations around the UK. In June 1999, PepsiCo transferred ownership of its Walkers brands out of Britain and into

2301-487: The makers "work in partnership with Cool Earth ", a charity that protects endangered rainforest; Walkers made charitable donations proportionate to the number of purchases of Red Sky snacks. Walkers discontinued the range in 2014 following poor sales. In April 2010, the company launched a promotional campaign entitled the Walkers Flavour Cup in order to locate the world's most loved and favourite flavour. In

2360-404: The market economy. The campaign was lampooned as the "Prawn Cocktail Offensive". The ubiquity of the prawn cocktail has led to such products as prawn cocktail flavour crisps , which are still one of the most popular varieties of this snack food in the United Kingdom. Prawn cocktail flavour crisps were the second most popular in the UK in 2004, with a 16% market share. Clams, oysters, squid (as

2419-461: The named defendant, RRL Corporation, was a Lexus car dealership doing business as " Lexus of Westminster ", but remaining a separate legal entity from Lexus, a division of Toyota Motor Sales, USA, Inc. . In California , filing a DBA statement also requires that a notice of the fictitious name be published in local newspapers for some set period of time to inform the public of the owner's intent to operate under an assumed name . The intention of

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2478-434: The nation's roast dinner ). In 1982, Nabisco purchased Associated Biscuits , owners of rival Smith's . In 1988, RJR Nabisco was purchased in a leverage buyout by Kohlberg Kravis Roberts & Co , and to reduce debt several business were sold to French conglomerate BSN , who quickly sold on Smith's and Walkers to PepsiCo in 1989. At the time Walkers had a third of the crisp market in the United Kingdom, while Smith's had

2537-471: The oil. Walkers updated its packaging style in June 2007, moving to a brand identity reminiscent of the logo used from 1998 to 2006. Many of Walkers brands were formerly branded under the Smiths Crisps name. This comes from the time when Walkers, Smiths and Tudor Crisps were the three main brands of Nabisco's UK snack division, with Tudor being marketed mainly in the north of England and Smiths in

2596-485: The prawn cocktail "has spent most of (its life) see-sawing from the height of fashion to the laughably passé" and is now often served with a degree of irony. The cocktail sauce is essentially ketchup and mayonnaise in Commonwealth countries, or ketchup and horseradish in the United States. Recipes may add Worcestershire sauce , hot sauce, vinegar, cayenne pepper or lemon juice. A dish of cooked seafood with

2655-504: The prawn cocktail has a "direct lineage to Escoffier ". Nigel Slater says "it is all in the sauce", and that "the true sauce is principally mayonnaise, tomato ketchup and a couple of shakes of Tabasco ." The chef Heston Blumenthal states that prawn cocktail is his "secret vice": "When I get home late after working in The Fat Duck there's nothing I like better than to raid the fridge for prawn cocktail." Blumenthal notes that it

2714-476: The protest a marine biology student wore a crisp packet dress to her graduation. She claimed the dress was inspired by litter she had seen on a beach. In September 2018, the Royal Mail appealed to customers to stop posting empty crisp packets to Walkers, which campaigners had asked people to do and "flood Walkers social media with pictures of us popping them in the post". Royal Mail was obliged by law to deliver

2773-645: The south. After the takeover by PepsiCo, the Tudor name was dropped, and the Smiths brand has become secondary to Walkers. The only products retaining the Smiths brand are Salt & Vinegar and Ready Salted Chipsticks , Frazzles and the "Savoury Selection", which includes Bacon Flavour Fries, Scampi Flavour Fries and Cheese Flavoured Moments . To promote the freshness of its products, Walkers began to package them in foil bags from 1993, then from 1996, began filling them with nitrogen instead of air. In 1997, Walkers became

2832-461: The streaky bacon Quavers flavour to salt & vinegar and prawn cocktail in August 2002. In January 2003, Smiths brand Salt 'n' Shake were relaunched under the Walkers identity. In January 2003 Walkers bought Wotsits from Golden Wonder , which replaced Cheetos during December 2002. In April 2004, Walkers launched a Flamin' Hot version of Wotsits, which replaced BBQ beef, and then Wotsits Twisted,

2891-459: The surname(s) of the sole trader or partners, or the legal name of a company. The Companies Registration Office publishes a searchable register of such business names. In Japan , the word yagō ( 屋号 ) is used. In Colonial Nigeria , certain tribes had members that used a variety of trading names to conduct business with the Europeans. Two examples were King Perekule VII of Bonny , who

2950-469: The term trade name to refer to "doing business as" (DBA) names. In most U.S. states now, however, DBAs are officially referred to using other terms. Almost half of the states, including New York and Oregon , use the terms assumed business name or assumed name ; nearly as many, including Pennsylvania , use the term fictitious name . For consumer protection purposes, many U.S. jurisdictions require businesses operating with fictitious names to file

3009-415: The three top brands that were the most common pieces of rubbish found in UK streets in 2013. In December 2018, Walkers launched a recycling scheme for crisp packets after it was targeted by protests on the issue. Three months after its launch more than half a million empty packets were recycled. However, as UK consumers eat 6 billion packets of crisps per year, with Walkers producing 11 million packets per day,

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3068-541: The winner would become a permanent flavour. The winner was Builder's Breakfast by Emma Rushin from Belper in Derbyshire. This flavour was discontinued a year later, in May 2010, in order for Walkers to focus on the upcoming 'Flavour Cup'. In summer 2009, Walkers launched its premium "Red Sky" brand of "all natural" potato crisps and snacks. It was stated that Red Sky products were made from 100% natural ingredients, and that

3127-455: The year before a public vote selected a winner, with a prize of £1m. The public had to pick one of Walkers' ingredients as a base – Somerset Cheddar , Devonshire chicken, Norfolk pork, Dorset sour cream, Vale of Evesham tomatoes and Aberdeen Angus beef – and create a new flavour using it. In 2015, Walkers launched the "Bring me Back" campaign, reintroducing Barbecue, Cheese and Chive, Beef and Onion, Lamb and Mint and Toasted Cheese flavours for

3186-570: Was acquired by PepsiCo , owners of US snack brand Frito-Lay . The Walkers factory in Leicester, the largest crisp production plant in the world, produces over 11 million bags of crisps per day, using about 800 tons of potatoes. According to the BBC television programme Inside the Factory , production of a bag of crisps takes approximately 35 minutes from the moment the raw potatoes are delivered to

3245-547: Was impossible to win. The fairness of the competition was discussed on You and Yours , the consumer show on BBC Radio 4 . Over 100 entrants complained to the Advertising Standards Authority , who after completing an investigation, decided that elements were misleading, and the competition was banned. As of 2018, Walkers came under pressure from campaigners to change its packaging due to its contribution to litter and plastic pollution . As part of

3304-664: Was joined by Chicken Tackle Masala , Steak & Ale Pie -nalty, and Sweet Chili Kicker. However, Walkers discontinued Worcestershire Sauce flavoured crisps at the same time. Walkers' most common flavours of regular crisp are Ready Salted (sold in a red packet), Salt & Vinegar (green), Cheese & Onion (blue), Smoky Bacon (maroon) and Prawn Cocktail (pink). Other flavours are sold in other coloured packets, such as Beef & Onion (brown) or Marmite (black). The unusual colours for Walkers packaging with Salt & Vinegar (in green, with other brands in blue), and Cheese & Onion (in blue, with other brands in green) has been debated in

3363-553: Was known as Captain Pepple in trade matters, and King Jubo Jubogha of Opobo , who bore the pseudonym Captain Jaja . Both Pepple and Jaja would bequeath their trade names to their royal descendants as official surnames upon their deaths. In Singapore , there is no filing requirement for a "trading as" name, but there are requirements for disclosure of the underlying business or company's registered name and unique entity number. In

3422-527: Was once considered to be the " Great British Meal " consisted of prawn cocktail, followed by steak garni with chips and Black Forest gateau for dessert; they comment that "cooked as it should be, this much-derided and often ridiculed dinner is still something very special indeed." Before the 1992 British general election, the Labour Party campaigned to win the support of business and financial leaders by persuading them that they would not interfere with

3481-404: Was updated. In March 2001, Squares crisps that had been marketed as Smith's, were rebranded under the Walkers brand. In November 2001, more Max flavours were introduced. They included chargrilled steak and chip shop curry. In May 2002, Walkers launched Sensations. Sensations flavours include Thai Sweet Chilli, Roast Chicken & Thyme, Balsamic Vinegar & Caramelised Onion. Walkers introduced

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