Walkers wants a flavour

Walkers has lined up a £10m marketing push for its crisps and a competition that invites consumers to invent a new flavour.

The on-pack promotion, which sees the brand teaming up with Michelin-starred chef Heston Blumenthal, gives consumers the chance to win thousands of pounds as well as a cut of Walkers' profits.

Consumers are invited to send Walkers ideas with details of their new flavour ideas (a flavour name and picture of what inspired them).

A panel of judges led by Blumenthal will pick six finalists, who will then see packets of their crisp flavours on sale.

The public will get to vote for their favourite and the winner will receive £50,000 plus 1% of all future sales. Five runners-up will also walk away with £10,000 each.

Members of the public can make entries by text, online or post from 14 July until 10 October before the panel picks its finalists. From mid-January, the nation will have five months to vote for its favourite flavour before the overall winner is chosen next May.

Walkers will publicise the competition on its crisp packets, through PoS displays, and in radio, online and television adverts featuring Gary Lineker getting deluged with flavour suggestions. To kick off the promotion Walkers will launch Lineker's choice of flavour — special lamb curry.

Walkers managing director Richard Evans said: "It's the biggest Walkers campaign we have ever run and will prompt real consumer engagement right across the nation. Walkers is a fun, British brand, and the nation's favourite crisp.

"We anticipate a massive response and urge retailers to stock up on Walkers using prominent promotional point of sale to drive sales."