Jon Goldstone, vice president of marketing for Walkers, said: “This is our first flavour developed specifically for the tastes of the Asian market. Chilli & Lemon flavour is already a favourite within the Asian community and, although we believe this new flavour will have mass appeal, we are targeting the Pakistani, Bangladeshi and Indian communities that make up the UK’s biggest ethnic market.

“Walkers Chilli & Lemon packs stand apart from the rest of the range with a ‘New’ flash written in both English and Hindi - a first for Walkers. They also feature  an attractive Asian-inspired Henna design. Panesar is this summer’s cricket hero and his involvement will really help us get the message across to our target audience. We’re thrilled to have him as a partner.”

Panesar added: “I’m really excited about my new relationship with Walkers. It’s a new challenge for me and I’m certain Chilli & Lemon will be a huge success within the UK’s Asian communities and beyond.”

Panesar joins football legend and brand ambassador Gary Lineker who has been the face of  the crisps brand since 1995. Other celebrities who have appeared in campaigns for the brand include Paul Gascoigne, Sir Steve Redgrave, Michael Owen, Charlotte Church and Victoria Beckham.

Walkers is also launching a £7.5 million campaign in August to promote its decision to end imports and manufacture its crisps solely from UK potatoes.

Earlier this year Walkers Crisps was named the official supplier of snack foods for Wembley Stadium until July 2010.

Walker’s brands include Doritos, Wotsits, Sensations, Monster Munch and Quavers.

Last year, the crisps maker posted sales of over £465 million and became the fourth biggest grocery brand in the UK.