Walkers is rolling out three new crisp flavours this week - but won’t be telling shoppers what they are.
The new variants - launched under the What’s That Flavour? banner - will be labelled A, B and C, and consumers are in with a chance of scooping a £50,000 prize if they correctly identify a flavour.
Walkers believes shoppers’ curiosity and sense of fun means they will take a risk and buy a bag of crisps without knowing what it will taste like.
“People really like to try new things,” said Walkers marketing director Miranda Sambles. “We hope this will get people talking.”
The company said that - unlike wacky flavours such as Teriyaki Chicken and BBQ Kanga-roo offered in the Walkers Flavour Cup push two years ago - the mystery crisps would be inspired by popular British ingredients and recipes.
The three mystery flavours will be available as single bags, a six-pack containing two bags of each flavour and in multipacks containing two bags of a mystery flavour and four packs of either ready salted, cheese & onion or salt & vinegar.
The launch is being supported by TV ads featuring celebrities including brand ambassador Gary Lineker, plus in-store activity.
Social media will play a big part in the push - Walkers will be seeding clues to the flavours through Facebook and other channels, and consumers can guess the flavour through the social networking site, via their mobile phones or the Walkers website.
Consumers who correctly guess the flavour will be entered into a draw with a £50,000 prize for each variant. The flavours will be revealed on 12 March.
Supermarket buyers have already been given a chance to try out a dummy run of the activity, when Walkers took a fourth mystery flavour to trade customers.