Lay's brings back Do Us A Flavor contest with USD 1 million award. Get your potato chip flavor ideas ready!

Southern Biscuits & Gravy, Cheesy Garlic Bread and Wasabi Ginger are some of the most beloved potato chip varieties of Lay's® long history of flavor innovation. But what many might not remember – or even know – is that these flavors wouldn't exist if it weren't for the fans.

Nearly everyone has a great potato chip idea, and in 2012, Lay's put that theory to the test with the launch of the Lay's® Do Us A Flavor™ contest. It ran for four iterations and became a cultural phenomenon that inspired millions of flavor submissions, resulting in 14 out-of-the-box creations. Now, after a seven-year hiatus, the iconic campaign makes its highly anticipated return. Once again, Lay's is challenging fans to do Lay's a flavor by submitting their best ideas for the chance to see their chip on store shelves in 2025 and win USD 1 million.

Denise Truelove, senior vice president of marketing, PepsiCo Foods North America:

"For years, Lay's made fans' flavor dreams come true by turning their enthusiasm into delicious snacks for the entire nation to taste, share and enjoy. Since then, we've drawn inspiration from so 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 reins back to them to help us uncover the next great potato chip flavor."

Started on 16 October at 1 p.m. EST through February 21, 2025, fans can submit their flavor ideas DoUsAFlavor.com. Participants can submit up to 10 unique flavor ideas each day, including the name of their flavor, its inspiration and key ingredients. A judging panel will narrow down the contest submissions to three finalist flavors that will be developed by Frito-Lay's culinary experts and brought to market in April 2025. The winning flavor – as determined by fan votes – will be revealed later in 2025. The two runner-up flavors will each win $50,000 in prize money, and the grand prize winner will take home USD 1 million.

To kick off the fifth iteration of the campaign, Lay's opened the Lay's Flavor Vault for a limited time to re-release five fan-favorite flavors from previous Do Us a Flavor contests. Fans looking for a taste of Do Us A Flavor greatness can enter for a chance to win an exclusive kit featuring the five returning flavors by following @lays, liking the post and commenting which flavor they're most excited to try with #LaysFlavorVault and #Sweepstakes.

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.