Voters have crowned Builder’s Breakfast as the winner of Walkers’ brand-building ‘Do us a Flavour’ campaign.
The competition, which urged UK consumers to devise their own flavour, attracted more than a million votes from members of the public on the company’s website.
The winning flavour – a mixture of eggs, bacon, sausage and beans – attracted 22% of the vote, just 1% ahead of the runner-up, Onion Bhaji.
James Stillman, head of research and development at Walkers, said the complex flavour of the winner demonstrated how British palates were becoming increasingly adventurous.
“Builder’s Breakfast is a much more complex flavour than we would usually see on shelf,” Stillman said.
Other finalists in the competition designed flavours including Cajun Squirrel and Chilli & Chocolate.