Walkers has supplied Britain with crisps for decades but the party might be over for some favourite flavours.
The crisp company has threatened to discontinue some of its most popular varieties.
Salt and Vinegar, Prawn Cocktail and Smoky Bacon could all be on the chopping block.
Walkers has put it to the people to decide which flavours to keep and which to replace with something new.
The company is asking crisp fans to ‘choose or lose’ their favourites in its latest campaign.
Customers can vote to keep any of these three iconic flavours, or replace them with three new flavours that are sold in other parts of the world.
The three new options are Lime and Black Pepper, Paprika and Bacon and Cheddar.
Votes can be made online and those with the least, as well as the fewest sales, will be discontinued in the UK.
Fans can vote for their preference in pairs, with Salt and Vinegar sparring with Lime and Black Pepper, Prawn Cocktail up against Paprika and Smoky Bacon warring with Bacon and Cheddar.
But the cut throat campaign has left a bad taste in the mouths of crisp lovers everywhere.
Many have taken to social media to vent their outrage at the possibility of their most loved flavours being axed.
One person wrote on Twitter: “Please tell me this is a sick joke @walkers_crisps …prawn cocktail is so nice! And if you even think about getting rid of smokey bacon… “
Another shared: “I’ll be SO annoyed if @walkers_crisps get rid of prawn cocktail crisps”.
Salt and Vinegar has developed a particularly zealous legion of fans.
One person wrote on Facebook: “If you get rid of salt and vinegar then I can guarantee I will never ever buy your crisps again. Those crisps got me through maternity, they saved me.”
Walkers said it has launched the campaign to give fans “the chance to decide which flavours should remain on the shelves and which ones should be shown the door”.
Voting opens on August 14 and closes on October 22.