6th May 2009 – FOR IMMEDIATE RELEASE
After months of campaigning, encouraging builders and the public to vote for them, the Federation of Master Builders (FMB) crisp flavor of choice, Builder’s Breakfast, has won Walkers “Do us a Flavour” competition.
More than a million votes were cast of which Builder’s Breakfast received 232,336, almost 22 percent. Builder’s Breakfast has now earned itself a place on supermarket shelves alongside the likes of Walkers’ classic flavours. The victory has bagged flavor creator Emma Rushin from Belper, Derbyshire a £50,000 prize and 1% of future sales.
The FMB has been encouraging builders and the public to vote for Builder’s Breakfast through its website and its presence at various events and exhibitions such as the National Homebuilding & Renovating show.
Richard Diment, Director General of the FMB said:
“We had samples of the crisps at a number of our recent events and they went down a treat so we are not surprised that the Builder’s Breakfast flavor has won Walkers “Do us a Flavour” competition and cemented its place alongside walkers other classic flavours. Our congratulations go to Emma Rushin.”
Emma Rushin, Creator of the Builder’s Breakfast crisp flavour said:
“I’m thrilled to have won! Tensions were high especially towards the end of campaigning; I really had no idea what way the public vote would go. I’m so proud to have my flavour crisps continue to be on sale across the UK and Ireland, it’ll be fun to see people buying them with their lunch or snacking on them on their way home from work! I am ever so grateful for the public’s support and all their votes. It’s wonderful to know so many people love Builder’s Breakfast too!”
James Stillman, Head of Flavour Development for Walkers added:
“We were overwhelmed by the fantastic response to ‘Do us a Flavour’. We’d like to thank everyone who got involved, either by suggesting a flavour or by voting for their favourite. But there could be only one winner and we’d like to congratulate Emma on her success today. We’re confident that Builder’s Breakfast will make a great addition to the Walkers family.”
Heston Blumenthal, Celebrity Chef and Chief Judge in deciding the finalist flavours for the “Do us a Flavour” competition concluded:
“Our taste buds are changing and developing, as new flavours and foods become readily available in the UK and Ireland. Everyone has their favourite flavours but lately people are becoming keen to experiment and try new foods. The six final flavours in the competition are a clear representation of the diversity in tastes amongst the public and also the growing desire to pair traditional and non-traditional flavours. Let’s hope that Builder’s Breakfast is the first of many different and unusual crisp flavours to come from Walkers, to keep this nation, hungry for crisps, satisfied!”
