Walkers discontinues Builder’s Breakfast flavour

Walkers Crisps have discontinued its Builder’s Breakfast flavour, one year after it emerged as the winner of its Do Us A Flavour competition.

Do Us A Flavour was unveiled in July 2008.

The campaign was voted the best FMCG campaign at last night’s (18 May) Marketing Week Engage Awards, and its associated loyalty scheme was highly commended by the judges.

In January last year, Walkers began trialling the six unusual new flavours – Cajun Squirrel and chilli and chocolate, onion bhaji, fish and chips, crispy duck and hoi sin and builder’s breakfast.

The flavours were chosen by members of the public and put to the public vote, with Builders Breakfast winning the contest. The flavour was suggested by Emma Rushin of Belper, Derbyshire, who won £50,000 and 1% of future sales of her flavour.

However, the company has now decided to discontinue the flavour and focus on its World-Cup themed Walkers Flavour Cup instead.

The Walkers Flavour Cup sees 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 are able to vote online. The campaign is currently being advertised on TV featuring stars including Gary Lineker, Melinda Messenger and Will Mellor amongst others.

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