Walkers crisps has launched an ambitious nationwide search for its next big flavour innovation, turning to TikTok to find inspiration and offering a life-changing prize of up to £500,000 for the winning creator. The crisp giant's "Do Us A Flavour" competition represents one of the most significant consumer engagement initiatives in the British snack industry, running from 23rd January until 15th February 2026.
The £500,000 Flavour Hunt
The competition invites crisp enthusiasts across the United Kingdom to submit their dream flavour ideas through TikTok videos, tagging @walkers_crisps with the hashtag #DoUsAFlavour. The creator behind the winning submission will receive a share of sales up to the substantial value of £500,000, along with an exclusive behind-the-scenes experience at Walkers headquarters to witness their flavour creation come to life on the production line.
TikTok Partnership and Food Trends
To spearhead the flavour discovery mission, Walkers has partnered with TikTok food sensation Poppy O'Toole, known as the "Queen of Potatoes" and boasting 4.8 million followers on the platform. The former Celebrity MasterChef guest judge brings her expertise in identifying viral food trends that could translate into successful crisp flavours.
O'Toole highlighted several trending flavour combinations currently captivating TikTok users, including:
- Chamoy Pickles: Representing the peak of sweet, sour, and spicy flavour profiles
- Sushi Bake: A fusion of Eastern and Western culinary traditions creating memorable combinations
- Ramen Carbonara: A rich, indulgent mashup of Italian and Japanese comfort foods
- Seafood Boil: Cajun-inspired spicy seafood broth that could elevate traditional crisp flavours
From Limited Edition to Permanent Fixture
The competition structure promises significant rewards for successful participants. Two standout flavour submissions will be transformed into limited edition products, while the ultimate winner will see their creation added as a permanent addition to Walkers' nationwide product line-up. This represents a remarkable opportunity for amateur flavour creators to leave a lasting mark on Britain's crisp landscape.
Building on Flavour Innovation Heritage
Wayne Newton from Walkers emphasised the company's commitment to flavour innovation, stating: "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."
The competition follows the successful launch of Walkers' new Hot Honey flavour, which capitalised on booming consumer demand evidenced by a 174% surge in online searches for hot honey over the past three years. This demonstrates the brand's ongoing commitment to responding to evolving consumer tastes and market trends.
Judging Criteria and Creative Freedom
Poppy O'Toole outlined her judging approach, emphasising the importance of "bold contrasts, big flavours and dishes that spark conversation." She encouraged participants to think creatively about how current food trends could translate into crisp form, noting that comfort classics, playful combinations, and unexpected flavour fusions all have strong potential.
The competition represents a significant shift in how major food brands engage with consumers, leveraging social media platforms to crowdsource innovation directly from the public. With the promise of substantial financial reward and the opportunity to influence national snack preferences, Walkers' initiative is set to generate considerable excitement among crisp lovers and creative food enthusiasts across Britain.
