Walkers has revealed that the winner of its Do Us a Flavour competition is one of the most complex crisp flavours it has ever made.
More than a million consumers voted in the competition, but Builder's Breakfast won the 22% majority of votes with Onion Bhaji just 1% behind, and is now a permanent line.
James Stillman, head of R&D, said the winner showed how British palates were increasingly adventurous. "Builder's Breakfast is a much more complex flavour than we would usually see," he said.
"We were only expecting a quarter of a million votes for the campaign but got 1.2 million," he added.
Kate Waddell, director of consumer brands at analyst Dragon Rouge, said the campaign was another brand awareness success for Walkers. "Whether Builder's Breakfast survives or not is barely the point — this was more about brand building than NPD," said Waddell.
More than a million consumers voted in the competition, but Builder's Breakfast won the 22% majority of votes with Onion Bhaji just 1% behind, and is now a permanent line.
James Stillman, head of R&D, said the winner showed how British palates were increasingly adventurous. "Builder's Breakfast is a much more complex flavour than we would usually see," he said.
"We were only expecting a quarter of a million votes for the campaign but got 1.2 million," he added.
Kate Waddell, director of consumer brands at analyst Dragon Rouge, said the campaign was another brand awareness success for Walkers. "Whether Builder's Breakfast survives or not is barely the point — this was more about brand building than NPD," said Waddell.
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