Walkers, the UK’s most iconic crisps brand, is known for its innovative flavors and interactive consumer campaigns. One of its most talked-about flavors, Builder’s Breakfast, was introduced in 2009 as part of the “Do Us a Flavour” competition.
Inspired by a full English breakfast, this unique crisp flavor combined the taste of eggs, bacon, sausage, and beans, capturing the hearts (and taste buds) of many snack lovers across the UK. But despite its popularity, Builder’s Breakfast was discontinued in 2010, leaving fans longing for its return.
In this article, you’ll learn:
- The origins of Walkers Builders Breakfast crispsHow it won the “Do Us a Flavour” competitionWhy it was discontinuedWhether Walkers might bring it back
Let’s dive into the crispy history of Builder’s Breakfast!
The Walkers “Do Us a Flavour” Competition
In July 2008, Walkers launched the “Do Us a Flavour” competition, inviting the British public to create a brand-new crisp flavor. The campaign aimed to:
- Engage customers in a fun, interactive way.Find a unique, bold crisp flavor that represents British tastes.Keep Walkers at the forefront of snack innovation.
Did you know? Over 1.2 million flavor ideas were submitted during the competition!
Key takeaway: This campaign allowed everyday consumers to play a role in shaping Walkers’ flavor lineup.
The Six Finalist Flavors
After narrowing down the entries, Walkers selected six finalist flavors for a public vote:
- Chilli & ChocolateFish & ChipsOnion BhajiCrispy Duck & HoisinCajun SquirrelBuilder’s Breakfast
These flavors were launched in supermarkets across the UK, allowing customers to buy, taste, and vote for their favorite.
Fun Fact: Some flavors, like Cajun Squirrel, were more of a novelty, while Fish & Chips and Onion Bhaji had strong regional appeal.
Key takeaway: Walkers used consumer power to decide which flavor should become a permanent addition.
How Builder’s Breakfast Won the Public Vote
Created by Emma Rushin, a graduate from Belper, Derbyshire, Builder’s Breakfast was inspired by a classic full English breakfast—a hearty meal loved by workers across Britain.
- Tastes included:Bacon – Smoky and salty.Eggs – Rich and creamy.Sausage – Savory and meaty.Beans – Slightly sweet and tangy.
Why did it win?
- Captured the essence of a traditional British breakfast.Offering a unique, layered taste experience.Became a talking point, sparking curiosity and debate.
Final Vote: Builder’s Breakfast won with 22% of the votes, beating Onion Bhaji by just 1%!
Key takeaway: British snack lovers wanted a crispy version of their favorite morning meal!
The Price & Launch of Builder’s Breakfast
- As the winner, Emma Rushin received:£50,000 prize money.1% of the sales revenue from Builder’s Breakfast crisps.
Walkers officially launched Builder’s Breakfast as a permanent flavor in 2009, available in supermarkets, petrol stations, and vending machines across the UK.
Key takeaway: This was a huge success story for both Walkers and Emma, proving that public engagement drives great product innovation.
Why Was Builder’s Breakfast Discontinued?
Despite its strong start, Walkers discontinued Builders Breakfast crisps in 2010.
Possible reasons for discontinuation:
- Limited long-term demand – While popular initially, sales may have declined over time.Newer flavor campaigns – Walkers introduced the “Flavour Cup” in 2010, featuring international-inspired flavors.Divisive taste – Some customers loved it, while others found the egg flavor overpowering.
Fun Fact: The same year, Walkers launched World Cup-themed flavors, shifting focus to global tastes.
Key takeaway: Even winning flavors don’t always last forever in the fast-changing snack industry.
Could Walkers Bring Builder’s Breakfast Back?
Since its discontinuation, many fans have requested the return of Builder’s Breakfast on social media.
- Walkers has a history of bringing back past flavors for limited-edition releases.Other flavors like Prawn Cocktail and Worcester Sauce crisps have made comebacks due to public demand.
How You Can Help Bring It Back:
- Tweet @walkers_crisps and request Builder’s Breakfast.Join petitions or online campaigns.Look out for “Throwback” flavors Walkers re-releases from time to time.
Final thought: If demand is high enough, Walkers might just bring back this classic flavor!
Conclusion
- Builder’s Breakfast was a fan-favorite crisp flavor, winning Walkers’ “Do Us a Flavour” competition in 2009.It combined the savory taste of eggs, bacon, sausage, and beans, making it a truly unique snack.Despite its initial success, it was discontinued in 2010, but fans still talk about it today.
Would you like to see Builder’s Breakfast make a comeback? Let Walkers know and keep the dream alive!
FAQs
1. What was the Walkers Builders Breakfast flavor?
Builder’s Breakfast was a crisps flavor inspired by a full English breakfast, featuring bacon, eggs, sausage, and beans.
2. When was Builders Breakfast crisps launched?
It was introduced in 2009 after winning Walkers’ “Do Us a Flavour” competition.
3. Why did Walkers discontinue Builder’s Breakfast?
The flavor was discontinued in 2010, likely due to declining sales, new product campaigns, and mixed customer reactions.
4. Will Walkers bring back Builders Breakfast crisps?
There’s no confirmation yet, but Walkers occasionally revives old flavors for limited-time releases.
5. How can I request Walkers to bring back Builder’s Breakfast?
You can tweet @walkers_crisps, sign petitions, or engage with Walkers’ social media campaigns to show demand!