Walkers, the iconic British crisp brand, has launched an ambitious nationwide search to discover its next big flavour sensation. The company is turning to the creative power of TikTok to find inspiration, with the competition offering a life-changing prize of up to £500,000 for the winning entry.
How the Flavour Hunt Works
The "Do Us A Flavour" campaign officially began on 23rd January and will run until 15th February 2026. Members of the public are being encouraged to get creative and submit their dream crisp flavour ideas through the social media platform. Entrants must post a TikTok video sharing their concept, tagging @walkers_crisps and using the hashtag #DoUsAFlavour to be considered.
This innovative approach represents a significant evolution of Walkers' traditional flavour development process. By engaging directly with consumers through TikTok, the brand aims to tap into current food trends and discover combinations that resonate with today's crisp lovers.
The Substantial Prize Package
The creator behind the winning flavour will receive an extraordinary reward package. Not only will they secure a share of sales up to the value of £500,000, but they'll also be invited behind the scenes at Walkers' headquarters. This exclusive experience will allow them to help bring their flavour concept to life and witness the very first packets rolling off the production line.
Additionally, two other standout flavour ideas will be transformed into limited edition products, giving multiple creators the opportunity to see their concepts become reality on supermarket shelves across the nation.
TikTok Collaboration with Food Sensation
To help identify the most promising flavour trends, Walkers has partnered with TikTok food sensation Poppy O'Toole, affectionately known as the "Queen of Potatoes." With an impressive 4.8 million followers on the platform and previous experience as a guest judge on Celebrity MasterChef, O'Toole brings considerable expertise to the judging panel.
She has highlighted several viral food and flavour combinations currently trending on TikTok that could potentially translate into successful crisp flavours. These include chamoy pickles, which represent the peak of sweet, sour and spicy tastes, and sushi bake, which creatively combines eastern and western flavour profiles.
Current Food Trends Identified
O'Toole explained the current landscape of food trends, stating: "The food trends I'm seeing right now are all about bold contrasts, big flavours and dishes that spark conversation. Sweet-and-sour Chamoy Pickles bring that punchy hit, while Sushi Bake shows how unexpected flavour combinations can really work."
She further elaborated on other notable trends that could inspire crisp flavours, including seafood boil with its cajun-inspired spicy seafood broth, ramen carbonara as an ultimate comfort mashup, and the playful concept of lasagne soup that breaks traditional culinary rules.
Building on Flavour Innovation Heritage
This competition follows the recent successful launch of Walkers' brand-new Hot Honey flavour, a sweet and salty creation inspired by booming consumer demand. Market research conducted by the company revealed that online searches for hot honey surged by an impressive 174 percent over the past three years, demonstrating the brand's commitment to responding to evolving consumer preferences.
Wayne Newton from Walkers commented on the initiative: "Walkers has a rich heritage of flavour innovation, something we've always been immensely proud of. 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."
Judging Criteria and Expectations
The judging panel will be looking for submissions that demonstrate creativity, market potential, and alignment with current food trends. O'Toole emphasised that she'll be particularly interested in concepts that incorporate elements of surprise and delight, noting that successful entries should spark conversation and offer bold flavour profiles that could translate effectively into crisp form.
Newton added: "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."
The competition represents a significant opportunity for amateur food enthusiasts and creative thinkers across the United Kingdom to potentially see their flavour idea become a permanent addition to Walkers' product line-up, sold nationwide in supermarkets and convenience stores.
