Walkers, the
UK’s No.1 crisps and snacks manufacturer, today announces Builders Breakfast
as the winning flavour of its hugely successful ‘Do us a flavour’ campaign.
Receiving a massive 232,000 votes, Builders Breakfast will
now become a permanent flavour in the Walkers range alongside classic
flavours like Ready Salted and Cheese & Onion.
Last July,
Walkers challenged consumers to invent a brand new flavour crisp. With an
overwhelming response from the public the six final flavours, selected by
chief judge Heston Blumenthal and a panel of judges from Walkers, were
Chilli & Chocolate, Fish & Chips, Onion Bhaji, Crispy Duck & Hoisin, Cajun
Squirrel and Builder’s
Breakfast The public then voted for their favourite, with Emma Rushin from
Belper, Derbyshire who came up with the winning flavour claiming a £50,000
prize and 1% of future sales. The other five finalists will receive £10,000
each.
James
Stillman, Head of Flavour Development for Walkers commented, “We were
overwhelmed by the fantastic response to ‘Do Us a Flavour’. We would like to
thank everyone who got involved, either by suggesting a flavour or by voting
for their favourite. As makers of the nation’s favourite crisps, Walkers has
always been passionate about flavours and we really enjoyed seeing how
inspired and creative the British public has been with their ideas. But
there could only be one winner and we’d like to congratulate Emma on her
success today. We are confident that Builder’s
Breakfast will make a great addition to the Walkers family joining much
loved favourites such as Cheese & Onion and Worcester Sauce.”
Kirk Tanner,
VP Impulse Sales for Walkers says: “Do Us a Flavour has been a massive
success with an unprecedented 40% of volume sales coming through the impulse
channel. This has driven an incremental £2.7[1] million
worth of sales in the impulse category. We would like to thank all our
trade customers for their support in making Do Us a Flavour such a
great success - we couldn't have done it without them! From the number of
votes Builders Breakfast received it is sure to be in huge demand and
we would encourage retailers to stock up to ensure they make the most of
the incremental sales opportunity.”
Each of the
six finalist flavours announced in January this year, have been campaigning
across the country in a bid to win as many votes as possible. The campaign
has also been supported by a significant high profile TV advertising
campaign. The British public have been voting in their hundreds of thousands
via Walkers’ website, email, text and post. An incredible 1,077,000 votes
were submitted for all six flavours, with Builder’s
Breakfast receiving 232,000 or 22% of the total votes cast.
