Walkers has unveiled the six new crisp flavours created by members of the public for its Do Us a Flavour promotion.
Rolling out to stores from today (21 July), the line-up comprises: Cheesy Beans on Toast; Hot Dog with Tomato Ketchup; Chip Shop Chicken Curry; Pulled Pork in a Sticky BBQ Sauce; Sizzling Steak Fajita; and Ranch Raccoon.
A judging panel that included comedian David Walliams and Michelin-starred chef Marco Pierre White helped whittle down 1.2 million entries to the six finalist flavours. Among the creations that didn’t make the final cut were Piri Piri Pigeon with Sour Cream; Roast Pork & Toffee Apple; Afternoon Tea and Cheese and Cucumber.
The public can now buy the six flavours and have until 17 October to vote for their favourite – with the creator of the most popular one winning a £1m prize. The five runners-up will each bag £10,000.
The flavours will be sold as individual 40g bags (rsp: 70p), two six-packs each containing two bags of three of the flavours (rsp: £2.06) and 20-packs with three bags of each flavour, a bag of ready salted and one cheese & onion (rsp: £5.29).
Walkers is backing the roll-out with in-store activity including a six-case stacker allowing all the flavours to be displayed together, online promotion and a TV campaign that kicks off on 8 August and stars Walkers brand ambassador Gary Lineker.
“With 1.2 million entries in the first stage of the competition, it is already proving to be extremely popular with consumers,” said Walkers marketing manager Lee-Teng Chung.
Launched in January, the 2014 version of Do Us a Flavour comes six years after the original version was won by Builder’s Breakfast flavour, which contributed to an 8.4% hike in value sales of the brand.
Overall sales of the Walkers brand rose 1.7% year-on-year last year to £650.7m [Nielsen 52w/e 4 January 2014].