Walkers, the iconic British crisp manufacturer, has launched an exciting nationwide competition that could see creative members of the public earn a life-changing sum of up to £500,000. The brand is calling on crisp enthusiasts across the UK to submit their most innovative flavour ideas through a dedicated TikTok campaign.
A Culinary Collaboration for Flavour Innovation
The crisp giant has enlisted the expertise of Bromsgrove-based chef and former Celebrity MasterChef guest judge Poppy O'Toole to help inspire the nation's culinary creativity. O'Toole, known for her contemporary approach to food, will be assisting Walkers in their search for the next big flavour sensation that could potentially become a permanent fixture on supermarket shelves.
Substantial Rewards for Winning Creators
The competition offers remarkable incentives for successful entrants. Two flavour concepts created by British participants will be transformed into limited edition crisp varieties, while the ultimate winning flavour will achieve permanent status within the Walkers product lineup, available nationwide.
The creator of the top flavour stands to gain significantly from their culinary innovation. Not only will they receive a share of sales worth up to £500,000, but they will also enjoy the unique experience of visiting Walkers' headquarters to witness the first production run of their flavour creation.
Contemporary Submission Platform
Reflecting modern communication trends, Walkers has chosen TikTok as the primary platform for competition entries. Participants must create and share a video outlining their flavour concept, tagging @walkers_crisps and using the dedicated hashtag #DoUsAFlavour. This approach represents a significant evolution from previous iterations of the brand's flavour search campaigns.
Wayne Newton, senior marketing director of Walkers Snacks at PepsiCo, explained the strategic decision: "While we've had previous iterations of 'Do Us A Flavour', we're taking this year's search to the next level through TikTok – a space that perfectly reflects how our flavour-obsessed nation shares their love for crisps today."
Current Food Trends as Inspiration
Chef Poppy O'Toole highlighted several contemporary food trends that could translate effectively into crisp flavours. "The food trends I'm seeing right now are all about bold contrasts, big flavours and dishes that spark conversation," she noted.
O'Toole specifically mentioned several trending combinations that demonstrate the potential for innovative crisp flavours:
- Sweet-and-sour Chamoy Pickles offering punchy flavour profiles
- Ramen Carbonara representing rich and indulgent tastes
- Sushi Bake showcasing how unexpected flavour combinations can succeed
- Comfort classics like Charcuterie Boards providing recognisable flavour foundations
- Playful trends including Lasagne Soup and Seafood Boil demonstrating public appetite for fun food experiences
Competition Timeline and Brand Enthusiasm
The competition officially opened for entries on January 23rd and will remain active until February 15th, giving participants approximately three weeks to develop and submit their flavour concepts.
Newton expressed genuine excitement about the public engagement aspect of the campaign: "There's nothing more exciting for us than hearing directly from the public, and we can't wait to see how this new generation of crisp lovers helps us write the next chapter of our flavour story."
This initiative represents a significant investment in consumer engagement and product development for Walkers, demonstrating the brand's commitment to innovation while directly involving their customer base in the creative process of flavour development.
