Burton’s Biscuits will ask consumers to decide which flavour of sauce they would like on its Fish ‘n’ Chips brand.

The competing Brown Sauce and Red Sauce varieties of the biscuit snack brand will be launched 1 April in 40g grab bag and 5x25g multibag formats, with RRPs of £0.59 and £1.39 respectively.

Consumers will have 12 weeks to pick their favourite flavour on Facebook, and the winner will become a permanent listing in July. Voters will also be entered into a prize draw to win £10,000.

The launch is being supported by a marketing campaign including a partnership with Wireless Group’s four radio stations, which will see it act as an official partner to talkSPORT’s UEFA EURO 2016 coverage.

David Costello, head of category and shopper management at Burton’s Biscuits, said: “The winning combination of distinctive flavours backed by high-profile marketing support will accelerate demand for the brand and drive interest in these exciting new flavours, with dedicated POS that will also help retailers drive sales in-store.”

Burton’s recently announced it was revamping its Maryland cookie range.