After months of consumer engagement and over 700,000 entries, PepsiCo’s Lay’s brand has unveiled the winner of its 2025 Do Us A Flavor competition: Lay’s Bacon Grilled Cheese flavored potato chips.

The flavor, submitted by Paula George of Sapulpa, Oklahoma, was crowned by popular vote and will now join a portfolio of past fan-chosen launches, including Lay’s Crispy Taco, Southern Biscuits & Gravy, Cheesy Garlic Bread, and Wavy Fried Green Tomato. George will receive a $1 million prize as part of the contest’s long-standing commitment to rewarding consumer creativity.

According to Lay’s, the winning flavor draws inspiration from George’s late father’s homemade bacon grilled cheese recipe. “Seeing Lay’s Bacon Grilled Cheese flavored potato chips brought to life was a dream come true in itself,” George said in a statement. “Knowing that thousands of Lay’s fans across the country tried and loved it, just as much as I did, fills me with immense joy and gratitude for this opportunity.”

The 2025 competition featured two other finalists: Lay’s Valentina & Lime, submitted by Araceli Huerta, and Lay’s Wavy Korean-Style Fried Chicken by Neelia Lynn. All three finalist flavors are currently available at retail while supplies last.

PepsiCo Foods’ Senior Vice President of Marketing, Denise Truelove, praised the caliber of entries in this year’s edition. “Congratulations to our 2025 Lay’s Do Us A Flavor contest winner, Lay’s Bacon Grilled Cheese,” she said. “The creativity and passion for bold, delicious flavors, and the story behind each submission, captured the hearts—and taste buds—of potato chip lovers everywhere. As a leader in flavor innovation, we’re thrilled to bring this flavor to life and celebrate the inspiring ideas of our fans through this contest.”

Since launching in the U.S. in 2012, Do Us A Flavor has served as a high-profile marketing platform for Lay’s, combining grassroots engagement with limited-time product launches that occasionally transition into core product lines. The competition remains one of the most recognizable consumer co-creation campaigns in the snack food industry.