Lay’s Unveils 2025 ‘Do Us A Flavor’ Finalists as Consumer Voting Begins
Lay’s has announced the three finalist flavors in its 2025 Do Us A Flavor contest, a crowdsourced innovation initiative that invites consumers to propose the next great potato chip concept—with a $1 million prize on the line. Following more than 700,000 submissions from across the United States, the brand has released the new limited-edition flavors in stores nationwide ahead of a national fan vote.
The three contenders reflect a wide spectrum of regional and cultural inspirations. They include:
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Lay’s Bacon Grilled Cheese Flavored Potato Chips, inspired by a family recipe submitted by Paula George of Sapulpa, Oklahoma;
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Lay’s Valentina & Lime Flavored Potato Chips, based on a childhood snack memory from Araceli Huerta of San Jose, California;
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Lay’s Wavy Korean-Style Fried Chicken Flavored Potato Chips, drawn from Neelia Lynn’s family experience living in South Korea.
Voting is open from April 21 through June 13, 2025, at DoUsAFlavor.com. Fans are encouraged to try all three flavors and cast their votes for the next grand prize winner. The limited-time products are available at retail outlets nationwide.
“We are always looking to our consumers to inspire the next great flavor of Lay’s, and Do Us A Flavor is the most direct and authentic way to do so,” said Denise Truelove, Senior Vice President of Marketing at PepsiCo Foods. “As a leader in flavor and innovation, only Lay’s can turn a great idea from our fans into a delicious potato chip in record time.”
Each of the finalist flavors was developed by Frito-Lay’s culinary team and produced without artificial flavors, staying consistent with the company’s pledge to use real, farm-grown potatoes and natural ingredients.
Lay’s first launched the Do Us A Flavor contest in the United States in 2012, pausing the initiative for seven years before bringing it back in 2024. Previous winners included Crispy Taco, Southern Biscuits & Gravy, Cheesy Garlic Bread, and Wavy Fried Green Tomato, each demonstrating the potential of consumer-driven innovation to shape mainstream snack offerings.
With flavor increasingly positioned as a key growth lever in the competitive salty snacks category, the contest reinforces PepsiCo’s strategy of leveraging consumer engagement to inform new product development in real time.
