Lay's 'Do Us a Flavor' Chip Contest Returns with a $1M Prize — Plus 5 Past Flavors Are Back (Exclusive)
The fan-submitted flavor contest is taking ideas once again after a seven-year hiatus
Frito-Lay North America
Lay's Do Us a Flavor contest returnsIt’s time to get your head in the chip game.
Lay’s is asking fans to submit uniquely delicious chip flavor ideas as part of the Do Us a Flavor contest. The competition is officially back after a seven-year hiatus, PEOPLE can exclusively reveal.
Do Us a Flavor prompts chip connoisseurs to pitch flavor suggestions that they would like to see on grocery store shelves. On top of seeing your creation come to life in 2025, the person who submits the winning flavor wins a $1 million prize for their forward-thinking, mouth-watering chip idea.
The contest has been around since 2012. During the first four competitions in 2012, 2014, 2015 and 2017, the snack brand received millions of submissions, found 14 finalists and crowned four winners. Cheesy Garlic Bread won in 2012, Kettle-Cooked Wasabi Ginger took the cake in 2014, Southern Biscuits and Gravy was crowned in 2015 and Crispy Taco was the top dog in 2017.
Some of these winners and a few finalists are making a limited-time comeback to inspire fans during this year’s contest.
Lay’s Chicken and Waffles (a 2012 finalist), Cheesy Garlic Bread, Southern Biscuits and Gravy, Wavy Fried Green Tomato (a 2017 finalist) and Crispy Taco will be returning nationwide in honor of the contest.
Frito-Lay North America
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Snack lovers can submit their ideas starting on Oct. 16, at 1 p.m. ET through Feb. 21 on DoUsAFlavor.com. Over the four-month period, participants can submit up to 10 ideas daily with the flavor name, inspiration and key ingredients.
Once submissions close, a judging panel will select three finalists and Frito-Lay’s team will bring the top flavors to life. The finalist chips will be brought to market in April 2025 so fans can crunch, dip and vote on which one should be the winning flavor.
The results will be announced later in 2025, and no one walks away empty handed. The two runners-up win $50,000 and the grand prize winner will take home $1 million.
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