Reinvent the Wagon Wheel was the simple call to action we sent out.

We decided to allow the people of Australia to have a say in how they would like to see their once favourite snack reinvented. We did this by introducing Australians to the original Product Innovation Team, an eclectic but incredibly passionate team of inventors harking from a different era, and gave them the chance to win an array of unique prizes from ‘our storeroom’, in return for their ideas on the perfect Wagon Wheel.

We received 11,000 entries bettering similar competitions in the category. We conversed with over 5,000 fans on Facebook and Twitter (this fan base has now grown to over 16,000). Sales rose a whopping 800% above average and we sold over 80,000 Wagon Wheels in the first week. Wagon Wheels has well and truly regained its place on the top shelf and in hundreds of lunchboxes nation wide.Hoorah.

Guess what variant won?

They opted to leave it just the same. Go figure.

But we launched double choc just in case.