Crisp purveyor Gary Lineker was tucking into a new flavour this week as he joined celebrity chef Heston Blumenthal in announcing the winner of the recent Walkers Crisps 'Do Us A Flavour' campaign - Builder's Breakfast.
Over a million people cast their vote in the battle which pitted Fish & Chips and Onion Bhaji against the likes of Crispy Duck and Hoisin.
While other esoteric flavours also in the running included Cajun Squirrel and Chili & Chocolate it was the familiar flavour combination of egg, bacon, tomato sauce and buttered toast that hit the spot as far as crisp lovers were concerned.
Onion Bhaji came in second, followed by Fish & Chips. Placing fourth was Crispy Duck and Hoisin, while Cajun Squirrel and Chili & Chocolate came in fifth and sixth respectively.
Emma Rushin from Belper in Derbyshire, who created the winning flavour gets £50,000 in prize money and one per cent of future sales of the new product.
Heston, who chose the six finalist flavours, said: "The winner may be quite traditional, but with the other finalists, it just goes to show how tastes are evolving and the public are getting more adventurous."