Walkers crisps has launched an ambitious nationwide search for its next big flavour, turning to TikTok for inspiration and offering creators the chance to win a prize worth up to £500,000. The "Do Us A Flavour" competition, running from 23rd January until 15th February 2026, invites the British public to submit their dream crisp ideas through the social media platform.
The £500,000 Prize and Limited Edition Releases
The crisp giant is offering substantial rewards for successful flavour creators. Two winning entries will be transformed into limited edition products, while the ultimate champion flavour will become a permanent addition to Walkers' nationwide lineup. The creator behind the top flavour will receive a share of sales up to £500,000, along with exclusive behind-the-scenes access to Walkers' headquarters to witness the first production run of their creation.
TikTok's 'Queen of Potatoes' Leads the Flavour Hunt
To guide the search, Walkers has partnered with TikTok food sensation Poppy O'Toole, known as the 'Queen of Potatoes' to her 4.8 million followers. The former Celebrity MasterChef guest judge is revealing the biggest food trends currently dominating TikTok to inspire creative submissions.
"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."
Viral Food Trends Inspiring Crisp Innovation
O'Toole highlighted several specific trends that could influence winning flavour submissions:
- Seafood Boil: "This dish is HUGE at the moment and I've seen so many restaurants popping up across the UK only doing seafood boils. I think the cajun-inspired spicy seafood broth would taste incredible as a crisp."
- Chamoy Pickles: "Last year we saw the rise of sweet and spicy with Hot Honey blowing up, and now, chamoy pickles take that one step further combining sweet and spicy AND sour!"
- Ramen Carbonara: "This is the ultimate comfort mashup. It trades traditional elegance for a glossy, creamy indulgence that embraces being rich and messy."
- Sushi Bake: "It's the perfect unexpected clash of two global giants - Japanese and Western comfort - proving that fusion food is really about finding combos that might seem 'strange' but actually really work."
- Crisp Charcuterie Board: "I loved getting creative with textures, layering the cured meats with different cheeses and balsamic glaze on top of crisps, and the whole time I remember thinking: 'Wow charcuterie board would be a GREAT crisp flavour'"
- Lasagne Soup: "It's gone viral because it breaks the rules of how a classic should be, and then people are surprised when they realise it still tastes absolutely amazing!"
Building on Flavour Innovation Heritage
The competition follows Walkers' recent launch of Hot Honey flavour, inspired by surging consumer demand that saw online searches for hot honey increase by 174% over three years. Wayne Newton from Walkers commented: "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," 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."
Entries must be submitted by posting a TikTok video sharing a flavour idea and tagging @walkers_crisps with the hashtag #DoUsAFlavour. The competition represents Walkers' most significant engagement with social media creators to date, blending traditional crisp innovation with contemporary digital food culture trends.
