The Walkers Flavour Cup will see 15 international flavours battle it out to be crowned the world’s best crisp and Walkers Flavour Champion.
The limited edition flavours include English Roast Beef and Yorkshire Pudding, French Garlic Baguette and Japanese Teriyaki Chicken – with the winner staying on sale in the UK.
Consumers will be able to vote online.
Walkers ambassador Gary Lineker will be fronting the campaign, which is in a similar vein to last year’s hugely successful Do Us A Flavour.
The company trialled six new flavours after asking for submissions and requested customers to vote on their favourite in an integrated campaign. Walkers offered free text votes, resulting in more than one million votes being cast.
Builder’s Breakfast polled 232,336 and nearly 22% of votes cast. Interestingly, Roast Beef and Yorkshire Pudding didn’t even make the shortlist last year.
This year, brand owners PepsiCo are set to push the likes of Walkers Baked, its “healthier snacks”, in a bid to place health at the core of the business.
The move follows a wide-ranging set of commitments from PepsiCo announced last week, including a pledge to make 50% of its savoury snacks baked or include “positive nutrition” by 2015.