Walkers has teamed up with leading chef, Heston Blumenthal, for its latest promotion.

The company is inviting consumers to invent and choose a new flavour crisp.

The ’Do us a flavour! Win a Packet!’ promotion will see six finalists chosen by Blumenthal, with their flavours going on sale. The public then get to vote for their favourite. Entry is via text, email or post.

The winner will receive £50,000 plus 1% of all future sales. The five runners-up will each receive £10,000. Closing date for entries is October 10, with the six new flavours going on sale in January.

The activity has been kicked off with the launch of Gary Lineker’s special lamb curry flavour crisps.

These come in a Big Eat bag, rrp 50p.

Lineker will also appear in TV advertising. In total, £10m will be spent supporting the promotion.

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