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For the first time ever, Cadbury is inviting UK consumers to ‘Go Madbury for Cadbury’ and create their very own Cadbury Dairy Milk bar, which could become the newest addition to the iconic Cadbury Dairy Milk range to sit alongside well-known variants such as Caramel, Fruit & Nut and Whole Nut.

Cadbury fans aged 16 or over from the UK or Republic of Ireland can submit their dream bar at cadburyinventor.com, where they can pick from a range of ingredients which will be added to Cadbury Dairy Milk, including caramel, brownie, popping candy, chilli, orange, mustard and cashews. There are more than 90,000 different available combinations to choose from.

After choosing up to three ingredients, entrants will be asked to name their bar and explain a bit about what inspired their creation before sending on their entry.

A heavyweight marketing campaign including TV and social media will reach 78% of all UK adults through activity across the Cadbury website, YouTube, Instagram, Snapchat and Pinterest.

David Shepherd, Director of Research and Development at Cadbury, says: “At Cadbury we’ve been making delicious chocolate for over 100 years and are always looking for ways to innovate and excite the great British public with our products. So we thought what better way to create the next iconic bar than to ask the people that love it the most.

Shepherd adds: “This is the first time ever we’ve opened the doors to our fans to help us create the next bar and we can’t wait to see how creative they get. With different flavours, from nutty, herby and spicy and a wealth of fruity favourites to choose from, we’re encouraging the nation to go Madbury and be as bold as possible in what to choose. It’ll be great to see the imagination of our fans shine through and now we have the chance to make the first fan-based Cadbury Dairy Milk bar a reality for our lucky finalists.”

The promotion kicked off on July 1^st and closes on July 31st 2018. After the closing date, all entries will be put through a rigorous judging process with the finalists being selected based on taste and creativity. Three finalists will be selected and will be invited to visit Cadbury’s Chocolate Centre of Excellence in Bournville, the home of Cadbury, where they will work with chocolate experts to experiment with their creations and make their bar a reality.

All three bars will go on sale next year and will be sold to the public for the same amount of time and on the same channels. The products are anticipated to be on sale for between eight to 12 weeks from June 2019.

UK consumers will be able to show their support by buying their favourite new creation or voting on social media to determine which of the finalists will be crowned the ultimate winner. The winner will be chosen based 80% on Nielsen sales data for their bar and 20% on votes on social media.

The Cadbury brand is owned by Mondelēz International, the global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with power brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.

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Walkers has launched yet another flavour campaign, this time pitting three UK flavours against three from around the world, with consumers being asked to vote to swap one for the other.

The flavour combinations being pitted against each other are Salt & Vinegar vs Lime & Black Pepper (Australia); Prawn Cocktail vs Paprika (Spain); and Smoky Bacon vs Bacon & Cheddar (USA).

Walkers says it has chosen these flavour combinations because they are the most regularly bought variants in the UK and in their own countries.

Thomas Barkholt, marketing director at PepsiCo, says: “The campaign is based on the importance of snacks to British consumers and the opportunity to have their say. Our consumers feel passionately about their favourite Walkers flavours and we wanted to give them the opportunity to vote in regards to which flavours will be staying on shelves.”

Barkholt adds: “We are confident that by bringing back the voting element, this campaign will really capture consumers’ interest, stimulating demand and driving growth in the savoury snacks category.”

The Walkers “Choose Me or Lose Me” campaign will run from August 14^th 2017 to October 22^nd. Promotional packs will be available from July 31^st in 32.5g single and price-marked packs, 50g grab bags, and multi-pack formats.

The outcome will be determined 80% by single packs bought in store, and 20% by the online vote.

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Ethical tea brand Clipper has launched a new nationwide initiative, the Clipper Tea Shop Awards, to champion both the wide variety of tea shops and the great experiences that those in the out-of-home market deliver to customers and has brought in Kirstie Allsopp, self-confessed tea lover and TV personality, as a judge.

Clipper, the Fairtrade and organic tea brand owned by Wessanen UK, is inviting any relevant food service outlet that serves Clipper Teas to submit an entry via a dedicated area on the Clipper website from now until August 11 2017.

There are six different categories to enter: Traditional Tea Shop, Quirkiest Tea Shop, Contemporary Tea Shop, Cosiest Tea Shop, Coastal Tea Shop and the Tea Shop that provides the Best Afternoon Tea.

Clipper will pick the top six entries – one from each category – with the help of Kirstie Allsopp. Each shortlisted entry will win a bundle of bespoke Clipper prizes and will then go through to the next stage, which will be a consumer vote.

Once the shortlist has been announced, the awards will be opened to an online public vote in September to decide which tea shop will ultimately be crowned the Clipper Best Tea Shop in the UK.

Clipper is investing in dedicated social media and consumer PR activity, amplified through its relationship with Kirstie, to raise awareness amongst consumers and encourage more votes. Voting consumers will also have the chance to win afternoon tea at the winning Tea Shop with Kirstie.

The well-known TV presenter will visit the winning establishment and present them with the prestigious Clipper Cup, a cash prize of £2,000 and a range of Clipper products.

Kirstie Allsopp says: “I’ve been a Clipper fan ever since the brand launched and I am honoured to be part of this competition. Tea Shops are an old and exquisite tradition here in the UK and I am excited to see where the awards will finally take me for an amazing cup of tea. I usually take mine with a dash of milk and no sugar.”

Adele Ward, Clipper Teas brand controller at Wessanen UK, adds: “The UK has some of best and most unique tea shops in the world. From the traditional to the quirky, we want to celebrate our nation’s finest tea shops and reward those who work so hard to provide a relaxing and enjoyable space to savour a cup of Clipper tea.”

All the top-rated tea shops which enter will also be included in the definitive Clipper Tea Guide which will celebrate the UK’s best cups of Clipper.

Tea shops can submit an entry via an online entry form, available at www.clipper-teas.com/tea-shop-awards/

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PepsiCo’s Lay’s potato chip brand will be running yet another flavour challenge in the US, starting next month. The new “Flavor Swap” program will see Lay’s fans asked to vote for four classic flavours or four new chip flavours.

From February 8, fans can vote for their favourite flavour in each of the four “Flavor Swap” pairings, and enter a $1,000 daily prize draw. One lucky fan will win a $250,000 cash prize for simply placing his or her vote.

Consumers can visit FlavorSwap.com to select their favourite flavour in each of the four categories:

• Heat: Lay’s Flamin’ Hot vs. all-new Lay’s Fiery Roasted Habanero;
• Cheese: Lay’s Cheddar & Sour Cream vs. all-new Lay’s Smoked Gouda & Chive;
• Barbecue: Lay’s Honey Barbecue vs. all-new Lay’s Korean Barbecue;
• Spice: Lay’s Kettle Cooked Sea Salt & Cracked Pepper vs. all-new Lay’s Kettle Cooked Olive Oil & Herbs.

The rise of flavour exploration is the insight behind the latest campaign, according to Jennifer Saenz, vice president of marketing and innovation at Frito-Lay. She says that the top flavour trends for 2016 will focus on spices, cheese, and herbs. Spices from all around the world continue to grow in popularity in American dishes and flavours. American staples will get an extra notch of flavour through the rising popularity of specialty cheeses like gouda and gorgonzola. The big twist on herbs next year will be using floral flavors, such as hibiscus, elderflower and lavender.

“Our fans keep us on the pulse of flavor exploration. ‘Do Us A Flavor’ showed us consumers want to be surprised with new and unconventional flavors – but we also recognize they love the tried and true classic Lay’s flavors,” says Saenz. “That’s why we’re asking them what to keep and what to lose.”

Ram Krishnan, chief marketing officer for Frito-Lay, PepsiCo’s savoury snacks subsidiary, which makes Lay’s, observes: “Over the last three years, the iconic Lay’s ‘Do Us a Flavor’ contest asked fans to submit their ideas for the next great potato chip flavor. Past winning flavors, including Lay’s Cheesy Garlic Bread, Lay’s Kettle Cooked Wasabi Ginger, and Lay’s Southern Biscuits and Gravy prove that Americans are on the hunt for unexpected and unique flavors. While ‘Do Us a Flavor’ spotlighted fans who wanted to create the next great potato chip flavor, ‘Flavor Swap’ celebrates fans who simply enjoy flavor and want to have a say.”

Lay’s is the American equivalent brand to the UK’s Walkers; both have run a variety of flavour challenge promotional campaigns over the past decade, including Do Us A Flavour/Flavor.

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Heinz has launched a new £5m ‘Heartwarming Heroes’ campaign with both a consumer-facing element and a competition for pubs, restaurants and other food outlets.

Pubs and restaurants can win a top prize of £20,000, £10,000 of which is for the outlet and £10,000 of which is to organise a community event.

The whole campaign is knitted together with imagery showing Heinz foods, including Beanz and Tomato Ketchup, wrapped up in woolly hats and scarves which will appear on in-store and in-restaurant POS, outdoor media and elsewhere. There will also be social media, sampling and PR support

In addition, a national radio campaign will feature celebrities including Chris Tarrant, Griff Rhys-Jones, Barbara Windsor and Mel & Sue from The Great British Bake Off revealing their own Heartwarming Heinz moments.

Marco Marioni, assistant brand manager at Kraft Heinz, says: “The new campaign will remind consumers that Heinz products are tasty, feel-good foods that warm them up both physically and emotionally. We’re investing £5 million in the campaign which will reach over 90% of consumers shopping across all Heinz categories.”

Pubs and restaurants have until the end of November to register at www.heinzheroes.co.uk. They will get sent a pack including POS materials and free samples.

Consumers are being invited to nominate the pub or restaurant which they think is most at the heart of a community. They can vote by text, online at www.heinzheroes.com or by using #HEINZHERO on Twitter or Instagram.

The Heartwarming Heroes campaign follows on from the brand’s After School Heroes campaign which it launched for the back-to-school period and which is still open until November 1^st.

In that promotion, Heinz teamed up with DC Comics to launch a Super Heroes themed promotion on its core ranges; Pasta, Beanz, Soup and Reduced Sugar and Salt Tomato Ketchup. For a limited period, Batman, Superman and Wonder Woman have been featuring on pack and in stores in their animated forms. A competition offered consumers the chance to win prizes including 1,000 goodie bags, 1,000 DC Comics DVDs and, the star prize, a family holiday to Los Angeles.

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