This is a perfect example of the kind of death-by-focus-group bullshit corporations do to creative work constantly. "We can't just say it's for winners!" "What about people who don't identify as winners?" "Are we liable if someone eats one of these and doesn't win the next competitive thing they do?" "I'm okay with this if we include losers, also. But make sure it's not just for losers."
These are the battles that creative people fight in corporate environments. I love your idea! But we have to change it because we would much rather only slightly appeal to everyone than REALLY appeal to a group smaller than everyone.