In 2008, Walkers launched a campaign known as ‘Do Us A Flavour’ for the very first time.
This was a competition calling on people of the UK to come up with ideas for a brand new crisp flavour, and boy, did it prove popular.
Builder’s Breakfast (eggs, bacon, sausage, and beans) was the first winner in 2009, and over the years, the promotion returned several times, seeing weird and wonderful creations like English Roast Beef & Yorkshire Pudding, Cheesy Beans on Toast, Ranch Raccoon, and Cajun Squirrel come to life.
The last major winner was crowned in 2014 (Pulled Pork in a Sticky BBQ Sauce), but for those who have been missing Do Us A Flavour, we’ve got good news: Walkers has confirmed it’s returning in 2026.
How to enter Walkers’ Do Us A Flavour competition
The crisp brand has just re-launched the competition, asking the public to submit their dream flavour ideas.
Two finalists will be selected and made into limited-edition products to see which is preferred, and the winning flavour will then be added to the permanent Walkers range later on this year.
However, if you’re thinking of taking part, there’s a big change being made to the rules this year that you’ll need to know.
Unlike in previous iterations, entrants for 2026 are being asked to submit their suggestions in TikTok videos, tagging @walkers_crisps and using the hashtag #DoUsAFlavour.
Walkers has asked for ‘bold, creative, and unexpected’ ideas, everything from ‘nostalgic classics’ to ‘viral flavour mash-ups’ and ‘something completely new’.
Entries open on January 23, and the final date to get them in by is February 15, so you’ll want to be quick to have a hope of winning.
And for those that need a little inspiration, Walkers has teamed up with TikTok’s ‘Queen of Potatoes’, Poppy O’Toole.
She shared some insight on current food trends, saying: ‘The food trends I’m seeing right now are all about bold contrasts, big flavours and dishes that spark conversation. 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.
Hey, foodies! Add us as a Preferred Source
At Metro Food, we’re here to bring you all the latest foodie news, delicious recipes, restaurant reviews, and cooking tips. As a loyal reader and a part of our vibrant community, we want to make sure you never miss our articles when searching for stories
Click here and tick Metro.co.uk to ensure you see stories from us first in Google Search.
‘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.’
What’s the prize?
There’s a pretty good prize for the winner – not only does your idea become a reality, but you’ll also get to go behind the scenes at Walkers HQ to see it come to life.
Even better, the winning creator will receive a share of the crisp sales, up to the value of £500,000.
Wayne Newton, senior marketing director of Walkers Snacks at PepsiCo, said: ‘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.
‘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.’
For full competition terms and conditions, visit the Do Us A Flavour page on the Walkers website.
Are you excited to see Do Us A Flavour return?
-
Yes
-
No
This comes after Walkers recently unveiled a new Hot Honey flavour and debuted its biggest revamp in nearly 80 years.
The brand unveiled a new logo at the start of 2026, featuring a modern ‘sun-inspired’ design, with rays of light coming out from the middle.
According to Walkers, the design ‘champions’ the real ingredients and 100% Great British potatoes at the heart of every pack.
They added: ‘Each bag will also display the signature of the brand’s founder, Henry Walker, a nod to Walkers’ heritage and long‑standing commitment to quality.’
However, marketing experts thought the new logo might have a hidden meaning, suggesting it could signal something big is coming soon.
Zachary Estes, a professor of marketing at Bayes Business School, told Metro: ‘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.
‘The iconic yellow crisp at the centre of the old logo told consumers exactly what is inside, which is important when consumers don’t know the brand. However, when they do, it can be constraining. The old logo signals that Walkers only sells crisps.’
Zachary adds: ‘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.’
Do you have a story to share?
Get in touch by emailing MetroLifestyleTeam@Metro.co.uk.
