Squares formerly known as Square and Square Crisps are a British

brand A brand is a name, term, design, symbol or any other feature that distinguishes one seller's goods or service from those of other sellers. Brands are used in business, marketing, and advertising for recognition and, importantly, to create and ...

of square-shaped crisps made by Walkers, a subsidiary of PepsiCo. They were originally made by The Smith's Snackfood Company.

History

The crisps have been around since at least the 1980s and went under the name of Square Crisps. Several of their advertisements featured the comedian

Lenny Henry Sir Lenworth George Henry (born 29 August 1958) is a British Jamaicans, British-Jamaican comedian, actor and writer. He gained success as a Stand-up comedy, stand-up comedian and impressionist in the late 1970s and early 1980s, culminating in ' ...

and were marketed with

slogan A slogan is a memorable motto or phrase used in a clan or a political, commercial, religious, or other context as a repetitive expression of an idea or purpose, with the goal of persuading members of the public or a more defined target group ...

s such as "more of a crunch than a crisp" and "the crisp that isn't a crisp". Following PepsiCo's acquisition of both Walkers and Smiths in 1989 Square Crisps were renamed to simply Square, and labelled as potato snacks. The product remained under the Smiths brand years after its fellow products Quavers and Monster Munch were moved to the Walkers brand. In January 2001, Walkers announced to relaunch Square, and would transition it from the Smiths brand to the Walkers brand. The name of the crisps was changed to Squares shortly afterward.

Design

The design of Squares packets have changed several times. The design during the 1980s emphasised that they had 25% lower fat than regular crisps and the packaging of the salt and vinegar Squares was a much lighter shade of blue than what is currently used. During the 1990s and early 2000s, the most noticeable change apart from the change in company and name was the addition of a jagged border around the logo. In the late 2000s, the logo and design of Squares was briefly changed again. In the 2010s a new design for Squares was introduced which took aspects from other designs and is similar to the current design introduced in 2019 except for the jagged border and squares pattern. The colours of the crisps packets differ from Walkers traditional colours, with the salt & vinegar packets being blue instead of green and the cheese & onion packets being green instead of blue.

Overview

They are produced in three flavours: salt & vinegar, ready salted, and cheese & onion. They are also available in multipacks, with salt & vinegar flavoured Squares being the most popular. Comedian Richard Osman wrote in ''The World Cup of Everything'' that Squares were invented because "scientists were concerned that children weren't hurting the roofs of their mouths as often as they should be".

References

External links

Squares
at Walkers {{PepsiCo British snack foods Food and drink introduced in the 1980s Walkers (snack foods) brands