From a failed ice cream experiment to a cult snack, the Monster Munch story.

Cultures · Published 10 October 2026 · Updated 25 October 2026 Swipe more like this →

In short: Launched in 1977 as a play on the term Prime Minister, these baked corn snacks became a British cultural staple. Beyond their iconic claw shape, they have survived decades of flavour shifts, corporate acquisitions, and even a bizarre, short-lived attempt to market a sugar-based vanilla ice cream variety.

Originally created by Smiths, the brand was initially marketed as The Prime Monster, a clever pun on the British political office. The snacks were promoted as the largest option available for the price, with each bag featuring a unique monster mascot. By the late 1980s, the brand had expanded its reach, even briefly offering a line of carbonated drinks called Monster Fizz. In 1993, the brand transitioned to Walkers, leading to significant changes in production, including a shift from single-screw to twin-screw extruders to create smaller, more uniform shapes.

The snack's history is marked by experimentation and controversy. In 2003, Walkers released a limited-edition vanilla ice cream flavour that replaced salt with sugar, a move that was met with widespread disapproval. Conversely, the brand has seen significant success, with the Pickled Onion variety winning a popular online crisps tournament in 2016. Production techniques have also evolved; a 2019 television programme highlighted the intricate extrusion process at the Skelmersdale factory, while recent years have seen a push toward reducing plastic packaging and introducing healthier alternatives like chickpea-based snacks.

The brand's identity has often been subject to debate, particularly regarding the snack's shape. While Walkers officially describes them as monster feet, fans have long argued they represent claws or even the eye of a specific character. This global appeal has led to varied iterations abroad. In Ireland, the brand was once licensed by Tayto before being rebranded as Mighty Munch, while in France, the product takes the form of thin, ghost-shaped potato snacks. Despite these international variations, the British version remains a nostalgic favourite, with 2008 seeing a major relaunch that returned the snacks to their original, larger size.

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