Every publican has heard it a thousand times - the customer who reckons the crisp flavours on offer are pretty average, and has a great idea for a new variety.
Walkers is giving all these crisp enthusiasts the chance to put their money where their mouth is with a competition to invent a new flavour.
The "Do Us a Flavour! Win a Packet!" promotion will see a panel of judges led by chef and pub owner Heston Blumenthal select six finalists from the flavour ideas submitted.
The nation will then have the chance to vote for their favourite of the six, with a £50,000 first prize plus one per cent of future sales up for grabs for the eventual winner.
To kick off the promotion, Walkers is launching brand spokesman Gary Lineker's own flavour idea - Special Lamb Curry crisps. The limited edition flavour will be available in multipacks of six as well as in the Big Eat format.
Walkers managing director Richard Evans says: "Walkers is a fun, British brand and the nation's favourite crisp.
"We are renowned for producing irresistible flavours and have had many suggestions from our consumers for new flavours over the years. We're now letting them decide what flavours they would like to see on the shelf."