Heston Blumenthal has joined forces with crisp manufacturer Walkers to launch a nationwide search for new crisp flavours.
The Fat Duck chef will lead a panel of judges who will choose six winning entries to be sold as Walkers` latest range.
The entrant that devises the best-selling flavour will win £50k and a 1 per cent share of royalties from future sales. Five runners-up will each win £10k.
Blumenthal said creativity was important, but that new takes on classics such as egg and bacon could also be winners.
He said: "When it comes to flavours, we are more adventurous as a nation than ever before and as chief judge I can`t wait to see the ideas people come up with.
"My top tip is to test out your flavour with your chosen ingredients first.
"Do you fancy cheese and chocolate flavoured crisps? Then melt some cheese and chocolate together and have a taste."
The Do Us a Flavour competition is open until October 10 and the winning packs will be on shelves by next February.
Blumenthal cooks for the Queen