UK crisp maker Walkers has chosen the winner of its ‘Do us a flavour’ campaign.
With 232,000 votes, Builders Breakfast will now become a permanent flavour in the Walkers range, the company said today (7 May).
The competition launched in July 2008 and challenged consumers to invent a brand new flavour crisp.
Six final flavours were selected by chief judge Heston Blumenthal and a panel of judges from Walkers, and included Chilli & Chocolate, Fish & Chips, Onion Bhaji, Crispy Duck & Hoisin, Cajun Squirrel and Builder’s Breakfast.
The public were then asked to vote for their favourite, with Emma Rushin from Belper, Derbyshire coming up with the winning flavour. She claims a GBP50,000 (US$75,879) prize and 1% of future sales. The other five finalists will receive GBP10,000 each.
“We were overwhelmed by the fantastic response to ‘Do Us a Flavour’,” said James Stillman, head of flavour development for Walkers. “We would like to thank everyone who got involved, either by suggesting a flavour or by voting for their favourite. We are confident that Builder’s Breakfast will make a great addition to the Walkers family.”
Builders Breakfast will be available in all single serve formats and multipacks.
Walkers said that the duration for which the winning flavour is on sale cannot be guaranteed and is at the company’s sole discretion.