PepsiCo is asking consumers to invent and choose a new flavour for Walkers Crisps.
The 'do us a flavour, win a packet' promotion offers one consumer the chance to win £50,000 plus 1% of future sales of their flavour.
Consumers are invited to send Walkers ideas for a new flavour, with a name and picture of what inspired them. A panel of judges, led by Heston Blumenthal, will pick six finalists that will go on sales. The public will get to vote for their favourite. The five runner ups will win £10,000 each.
Consumers can submit new flavour ideas until October 10 and will be able to vote on the six finalists from January 19 to May 2 2009. A Gary Lineker Special Lamb Curry flavour limited edition flavour is available to launch the promotion.
Richard Evans, managing director of Walkers, said: "It's the biggest Walkers campaign we have ever run and will prompt real consumer engagement right across the nation."
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