Approx 491 word. 2.5 mins to read.
We’ve been working with Co-op members to develop a new member-inspired crisp flavour to add to our irresistible range. With the new crisps hitting shelves this month, Kaushik Paul explains the inspiration behind his winning flavour.
When I received my Join In email last July, I saw Co-op was looking for members to share their favourite food flavours to help develop a new crisp flavour for its Irresistible range.
I’m an avid food fan. I enjoy cooking and I even run my own foodie blog, so I thought it was something I could definitely get involved with.
I like strong, bold flavours and both me and my daughter Roisin love steak, so I decided to take some inspiration from a memorable steak meal we enjoyed at Restaurant Vincent in Brussels a few years ago.
I remember watching in awe as the peppercorn sauce was prepared by the side of our table live in front of us. The whole experience and the taste stayed with us for a long time. It’s the reason why I suggested Steak & Peppercorn Sauce as my crisp flavour idea.
With Co-op receiving more than 4,500 meat and vegetarian crisp flavour ideas, I really didn’t think my suggestion would go all the way, so I was surprised to learn that it had made the initial shortlist in August.
I was then overwhelmed when, thanks to members’ votes, my Steak & Peppercorn Sauce combination made it to the final three, alongside BBQ Pork Spare Ribs and Chicken Fajitas flavoured crisps.
It is humbling to know that as well as thousands of members voting for my flavour online, hundreds more also chose it as their favourite at taste test sessions held at Join In Live events across the UK in September.
It was a bit of a shock when I was told that my flavour creation was chosen as the overall winner. In fact, I had to read the email a few times to make sure it sunk in.
I know both myself and Roisin will feel very proud when we see packets of my Irresistible Hand Cooked Steak & Peppercorn Sauce flavoured crisps on shelves in my local West Heath store in Birmingham.
The Food team at Co-op has kindly sent me a case of the crisps for us to enjoy at home, and they’ve also sent some to the care home where I work, which is a much-needed treat right now.
The flavour is really appealing too. Described as deliciously meaty and seasoned with succulent Aberdeen Angus grilled steak and punchy peppercorn sauce, I can’t wait for other crisp lovers to try them.
It’s amazing to think that more than 20,000 Co-op members got involved over the three stages of this competition. Opportunities like this are a great way for Co-op to ask and acknowledge the opinion of their members. I’m certainly glad I joined in.