The manufacturer has teamed up with chef and restaurateur Heston Blumenthal to run the on-pack promotion dubbed Do us a Flavour! Win a Packet!
Consumers will be invited to send
flavour ideas by text, online or post, together with a flavour name and a picture of what inspired them.
A panel of judges, led by Blumenthal, will pick six top flavours,
to go on sale, and the public will vote for their favourite. The winner will receive £50,000 plus 1% of all future sales. Five runners-up will get £10,000 each.
Launching this month and running until May next year, the promotion will be supported by in-store POS, PR activity and radio and online ads. A new TV ad showing brand ambassador Gary Lineker being deluged with
suggestions will break on Aug 11 and will run for nine weeks.
To kick off the promotion and inspire consumers, Walkers is rolling out Gary Lineker's Special Lamb Curry flavour crisps. The limited edition will be available in multipacks of six (rrp £1.55) and in Big Eat bags (50p).
Managing director Richard Evans said: "We are renowned for producing irresistible flavours and have had many suggestions from our consumers
over the years. We're now letting them decide. "