A New Run Start for Lay’s ‘Do Us a Flavor’ Contest
In 2012, Lay’s launched the Lay’s ‘Do Us A Flavor’ challenge, putting the assumption that almost everyone has a fantastic potato chip concept to the test. It was a cultural phenomenon lasting four iterations and sparked millions of flavor submissions, leading to 14 unconventional inventions.
The renowned campaign finally makes its eagerly awaited reappearance. Fans are once more being challenged by Lay’s to create a Lay’s flavor by submitting their finest ideas for a chance to win USD1m and see their chip on shop shelves in 2025.
“For years, Lay’s made fans’ flavor dreams come true by turning their enthusiasm into delicious snacks for the nation to taste, share, and enjoy. Since then, we’ve drawn inspiration from many different places for our potato chip flavors – global cuisines, hometown favorites, musical genres, and more – but our fans have always known best. After years of people asking for the program’s return, we’re excited to hand the reigns back to them to help us uncover the next great potato chip flavor,” Denise Truelove, senior vice president of marketing, at PepsiCo Foods North America, mentioned.
Fans can submit their taste suggestions at DoUsAFlavor.com from October 16 at 1 p.m. EST until February 21, 2025. Each day, participants can submit up to ten original taste concepts, along with the flavor’s name, inspiration, and essential ingredients.
The contest entries will be reduced by a team of judges to three finalist flavors, to be created by Frito-Lay’s culinary specialists and released in April 2025.
Next year, the taste that the fans voted for will be announced. The major prize winner will receive USD1m, while the two runners-up will each receive USD50,000.
For a brief period, Lay’s re-released five popular flavors from past ‘Do Us a Flavor’ competitions in the Lay’s Flavor Vault to launch the fifth incarnation of the campaign. By following @lays, liking the post, and leaving a comment with the hashtags #LaysFlavorVault and #Sweepstakes, fans hoping to sample the legendary Do Us A Flavor can enter to win an exclusive kit that includes the five returning flavors.
The flavors include: Lay’s Chicken & Waffles – a finalist from 2012 merges the savory flavors of fried chicken with sweet waffles and maple syrup; Lay’s Cheesy Garlic Bread – the 2012 winner blends creamy cheese and zesty garlic for an irresistible treat; Lay’s Southern Biscuits & Gravy – Inspired by a family recipe, this 2015 winner offers a decadent breakfast experience in chip form; Lay’s Wavy Fried Green Tomato – this 2017 finalist combines the tastes of a classic southern dish with a satisfying crunch; Lay’s Crispy Taco – the 2017 winner packs a fiesta of flavor with hints of ground beef, sour cream, lettuce, cheese and tomato.
