Fans can vote for one of five classic flavours such as salsa with mesquite, blue stilton and port and mango chilli, via the Kettle Chips’ Facebook page, as part of its year-long 30th anniversary celebrations.

The most popular flavour will hit stores nationwide in August as part of the brand’s permanent lineup and will be backed by an above-the-line marketing campaign later in the year.

It marks Kettle Chips first social media campaign, according to a spokeswoman, who adds that the brand plans to use social media to give its fans more of a say on what products it brings to market.

Crowdsourcing is being used increasingly by food and drink brands, who are using platforms such as Facebook and Twitter to reach young consumers.

Indeed, Nestle recently named ‘Chunky Peanut Butter’as the latest addition to its KitKat Chunky lineup after asking fans to vote for one of four limited edition variants, while PepsiCo asked Facebook fans to suggest the pronunciation of its new rice cracker brand, Sakata.

The social media campaign was developed by Splendid Communications.