Walkers, the UK’s No. 1 crisps and snacks manufacturer, has announced English Roast Beef & Yorkshire Pudding as the winner of its Walkers Flavour Cup campaign, the world’s first ever ‘crisp tournament’. The Sunday lunch flavour gained more than 139,000 fans online, making up 20% of the total entries, and will now be available as a permanent line.
Flavour Cup has been Walkers’ biggest ever flavour promotion, and has performed exceptionally well in both grocery and impulse, growing value share in both channels. Sales matched 75% of Do Us a Flavour sales in the first week, and by the end of the campaign will have outsold last year’s promotion by almost 50%. Consumers really engaged with the promotion; more than 650,000 Flavour Fans registered online and Walkers received more than 7,000 entries to the Superfan competition.
English Roast Beef & Yorkshire Pudding has been the best selling flavour, closely followed by American Cheeseburger. American Cheeseburger was also the closest runner-up in terms of fans, with 12% of the vote, followed by Japanese Teriyaki Chicken (8%) and French Garlic Baguette (7%).