Walkers is set to bring back a beloved culinary competition that captured the nation's imagination in the late 2000s. The iconic 'Do Us A Flavour' initiative, which first launched in 2008, is making a triumphant return in 2026, offering crisp enthusiasts the chance to shape the future of snack flavours.
A Nostalgic Return to Flavour Innovation
The original 'Do Us A Flavour' campaign proved phenomenally popular when it debuted nearly two decades ago. This groundbreaking competition invited members of the British public to submit their ideas for innovative crisp flavours, with the winning creations being transformed into limited-edition products.
Over several iterations between 2009 and 2014, the competition produced some truly memorable flavour combinations that have since entered crisp folklore. The inaugural winner in 2009 was the hearty Builder's Breakfast, featuring eggs, bacon, sausage, and beans. Subsequent years saw equally inventive creations come to life, including English Roast Beef & Yorkshire Pudding, Cheesy Beans on Toast, and even more adventurous offerings like Ranch Raccoon and Cajun Squirrel.
The last major winner was crowned in 2014 with Pulled Pork in a Sticky BBQ Sauce taking the top spot. For those who have been eagerly awaiting the competition's return, Walkers has now confirmed that 2026 will see the revival of this much-loved flavour innovation challenge.
How to Enter the 2026 Competition
The crisp giant has relaunched the competition with a significant modern twist that reflects changing consumer habits. Unlike previous iterations where submissions were made through traditional channels, the 2026 competition requires entrants to submit their flavour ideas via TikTok videos.
Participants must tag @walkers_crisps and use the hashtag #DoUsAFlavour in their submissions. Walkers is specifically seeking 'bold, creative, and unexpected' flavour concepts that could range from 'nostalgic classics' to 'viral flavour mash-ups' or 'something completely new'.
Key Competition Details
The entry window opened on January 23, 2026, and will close on February 15, giving aspiring flavour creators just over three weeks to develop and submit their ideas. From all entries received, two finalists will be selected to have their flavour concepts transformed into limited-edition crisp products.
These trial products will be tested with consumers to determine which flavour proves more popular. The ultimate winner will then see their creation added to Walkers' permanent product range later in the year, ensuring their flavour innovation becomes a staple on supermarket shelves across the UK.
Substantial Prize for the Winning Creator
The competition offers a genuinely substantial reward for the successful flavour innovator. Not only will the winner see their crisp concept brought to life, but they will also receive an exclusive behind-the-scenes experience at Walkers' headquarters to witness the production process firsthand.
Perhaps most significantly, the winning creator will receive a share of crisp sales up to the value of £500,000, making this one of the most lucrative food innovation competitions currently available in the UK market.
Modern Approach to Flavour Discovery
Wayne Newton, senior marketing director of Walkers Snacks at PepsiCo, explained the thinking behind the competition's revival and its new digital-first approach. 'Walkers has a rich heritage of flavour innovation, something we've always been immensely proud of,' he stated.
'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,' Newton continued. '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.'
Inspiration from Food Trends
To help inspire potential entrants, Walkers has collaborated with TikTok's 'Queen of Potatoes', Poppy O'Toole, who has shared insights into current food trends that could translate well into crisp flavours.
'The food trends I'm seeing right now are all about bold contrasts, big flavours and dishes that spark conversation,' O'Toole explained. 'Sweet-and-sour Chamoy Pickles bring that punchy hit, Ramen Carbonara is rich and indulgent, and Sushi Bake shows how unexpected flavour combinations can really work.'
She added: 'Comfort classics like Charcuterie Boards are instantly recognisable, while playful trends like Lasagne Soup and Seafood Boil prove people love food that feels fun. All of these have strong flavour profiles that could translate brilliantly into a crisp.'
Broader Brand Evolution
The competition revival comes as part of broader changes at Walkers, which recently unveiled its most significant brand refresh in nearly 80 years. The company introduced a new logo at the start of 2026 featuring a modern 'sun-inspired' design with rays of light emanating from the centre.
According to Walkers, this new design 'champions' the real ingredients and 100% Great British potatoes at the heart of every pack. Each bag will also display the signature of the brand's founder, Henry Walker, as a nod to the company's heritage and longstanding commitment to quality.
Marketing experts have suggested the logo change might signal broader ambitions for the brand. Zachary Estes, a professor of marketing at Bayes Business School, noted: 'Merely adding a new flavour obviously does not merit a whole new brand logo, which makes me think Walkers may have something bigger coming soon.'
He added: 'The new sun icon is not closely related to crisps, so it's an odd change unless the brand wants to be more than crisps.' This potential expansion beyond traditional crisp products adds an intriguing dimension to the company's current direction.
The 'Do Us A Flavour' competition represents a significant moment in Walkers' ongoing commitment to consumer engagement and flavour innovation. As the crisp market continues to evolve with changing consumer preferences and digital platforms transforming how brands interact with their audiences, this competition revival demonstrates how traditional food brands are adapting to maintain relevance in a rapidly changing marketplace.
