In 2012, Lay’s launched the ‘Do Us A Flavor’ challenge, inviting the public to submit their ideas for the next great potato chip flavor. The contest quickly became a cultural sensation, generating millions of submissions and creating iconic, unexpected flavors like Chicken & Waffles and Southern Biscuits & Gravy. After four successful iterations, Lay’s is bringing the campaign back for a fifth round, offering fans a chance to once again submit their best flavor ideas and win $1 million.
The Challenge Reopens: Submit Your Flavor Ideas for a Chance to Win
Lay’s is calling on fans to submit their unique flavor ideas from October 16, 2023, to February 21, 2025. Participants can visit DoUsAFlavor.com to enter up to ten ideas per day, providing the flavor name, inspiration, and key ingredients. The competition allows fans to get creative, drawing inspiration from global cuisines, hometown recipes, or even their favorite music genres, with no limits on imagination.
A panel of judges will narrow down the submissions to three finalists, who will have their flavors created by Frito-Lay’s culinary team. These flavors will then be launched in stores in April 2025, where fans can vote for their favorite. The winning flavor will be announced later in the year, with the grand prize of USD 1 million awarded to the creator, while the two runners-up will each receive USD 50,000.
Bringing Back Fan-Favorite Flavors
To celebrate the contest’s return, Lay’s has also re-released five popular flavors from past ‘Do Us A Flavor’ campaigns. These flavors include:
- Chicken & Waffles (2012 Finalist): A sweet and savory combination of fried chicken and maple syrup.
- Cheesy Garlic Bread (2012 Winner): Creamy cheese blended with zesty garlic.
- Southern Biscuits & Gravy (2015 Winner): A comforting breakfast-inspired chip, rich with gravy flavor.
- Wavy Fried Green Tomato (2017 Finalist): The taste of crispy, tangy fried green tomatoes.
- Crispy Taco (2017 Winner): A fiesta in every bite, featuring ground beef, sour cream, and taco toppings.
Fans can enter to win an exclusive kit with all five flavors by participating in the Lay’s Flavor Vault Sweepstakes on social media, using the hashtags #LaysFlavorVault and #Sweepstakes.
A Legacy of Creative Flavors
The return of ‘Do Us A Flavor’ underscores Lay’s commitment to engaging its audience in flavor innovation. As Denise Truelove, Senior Vice President of Marketing at PepsiCo Foods North America, noted: “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.”
The challenge has consistently tapped into diverse tastes, reflecting changing consumer preferences and adventurous flavor trends. From flavors rooted in traditional southern dishes to bold global fusions, Lay’s continues to expand the boundaries of what a potato chip can be.
What Makes This Contest Unique
The genius behind Lay’s ‘Do Us A Flavor’ challenge lies in its ability to give consumers a voice in product development. By involving fans directly, Lay’s has created a sense of ownership and excitement that few food brands have achieved. This fan-driven innovation reflects a broader trend in consumer engagement, as brands increasingly look to their audience for inspiration and input in shaping future products.
With the return of ‘Do Us A Flavor,’ Lay’s is once again giving fans the chance to leave their mark on snack food history. As the campaign reopens, it invites a new wave of creativity, allowing anyone with a flavor idea to take part in the competition and potentially win $1 million. Whether inspired by family recipes, regional favorites, or unique global tastes, the next great Lay’s flavor is waiting to be discovered. The contest will not only continue to produce exciting new flavors but also deepen Lay’s connection with its loyal fan base.
