Ready salted crisps have been toppled from the top of the flavour charts by cheese and onion.
The cheese & onion market is now worth £256m, having increased volume 15% in the last two years, according to Mintel.
Salt and vinegar sales have fallen 7% since 2006 in contrast. Beef flavour grew 10% while prawn cocktail also fell by 7%.
"Though in years past Brits have been loyal to the original crisp flavour ready salted, cheese & onion has now overtaken it as the nation's favourite crisp," said Emmanuelle Bouvier, Mintel senior market analyst.
"Interestingly, despite the on-going development of new and exciting flavours, the traditional favourites still win hands-down. In fact, cheese & onion, ready salted and salt & vinegar, still account for almost two thirds of sales of standard crisps.
"What is more, most new launches continue to focus on ready salted and salt & vinegar, which were the most popular flavours in terms of new product development last year."
Overall crisp and snack sales grew 5% since 2006 with the market now worth £2.53bn.