Walkers is offering the public the chance to create a new flavour and make money by taking 1% of future sales of the crisps. Chef Heston Blunmental will lead a panel of “flavour experts” from Walkers to select the finalists.
The Do Us a Flavour campaign, which breaks today (July 11), run until October. The judges will then pick six finalists that will have their flavours produced and sold and the public will be able to vote for their favour and the overall winner will continue to be produced.
Miranda Shambles, Walkers marketing manager, says: “The possibilities are endless and our flavour experts are gearing up for the challenge. Will it be traditional British grub such as bangers and mash or will we see modern flavours like asparagus and goats cheese? We’ll be looking for originality, creativity and a flavour that will taste great as a crisp.”
Entrants will need to develop the flavour name but will also be asked to visually show the “inspiration” behind the brand before it is judged. The winner will receive £50,000 and will receive 1% of future sales of their flavour. Nearly 11 million packets of Walkers crisps are consumed every day.