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Gary Lineker released by Walkers Crisps

Former England striker Gary Lineker has been ditched as the face of Walkers Crisps after a 16-year affinity with the brand.

 

Lineker, who continues to work as a football presenter, has been removed from advertising campaigns with the firm keen to ‘move in a different direction’.

The perma-tanned former Everton and Spurs striker has starred in every Walkers commercial since 1995, with the ads always lurching from the absurd to the ridiculous.

What has proven to be Lineker’s last hurrah with Walkers saw the 50-year-old prancing around on a beach alongside a scantily-clad Elle Macpherson – the Australian supermodel.

The popular presenter, who has made a packet from his crisps representation, will no longer be the centre of attention thanks to the change of approach adopted by PepsiCo – the company’s American owners.

Lineker, married to 32-year-old Welsh model Danielle, was given no more specific feedback as to why he was no longer to front the ad campaigns.

Walkers is set to focus on the Britishness of its ingredients, and the man who inspired the Salt and Lineker flavour will remain with the Leicester-based firm as a brand ambassador.