Walkers crisps has invited customers to invent a brand new flavour for the brand.
The ‘Do us a flavour! Win a packet!’ promotion will see celebrity chef Heston Blumenthal pick six finalists before the public ultimately awards the Â£50,000 prize.
One per cent of all future sales will also be paid to the winner in royalties.
Managing director of Walkers Richard Evans commented: “We are renowned for producing irresistible flavours and have had many suggestions from our consumers for new flavours over the years. We’re now letting them decide what flavours they would like to see on the shelf.”
Walkers has launched its own new lamb curry flavour to coincide with the competition, invented by spokesman and former footballer Gary Lineker.
Mr Blumenthal recently developed a new recipe using Haagen-Dazs’ limited edition raspberries and meringue ice cream, based on the classic Eton Mess dessert.