Image Courtesy of Frito-Lay North America
Lay’s Brings Back ‘Do Us a Flavor’ Chip Contest With $1M Prize Pot
October 17, 2024
After a seven-year hiatus, Frito-Lay has brought back its Lay’s “Do Us a Flavor” contest. To celebrate, the company has sweetened the deal with a $1 million prize pot for the winning flavor combination.
According to a company press release, Lay’s is challenging fans to give the company a chip “flavor” and submit their best taste ideas. Three lucky chip creators will be chosen by a judging panel, and they will see their flavor on store shelves in 2025 and have the chance to win $1 million.
Denise Truelove, senior vice president of marketing at PepsiCo Foods North America, had this to say about the beloved promotional campaign: “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 reigns back to them to help us uncover the next great potato chip flavor.”
How To Submit Ideas for Lay’s ‘Do Us a Flavor’ Campaign
To enter Lay’s “Do Us a Flavor” contest, customers just have to come up with a winning combination of flavors that they think will taste great on a Lay’s potato chip. No idea is too wild, and the combination of tastes is endless.
The contest runs through Feb. 21, 2025, and fans can submit their flavor ideas at DoUsAFlavor.com. Participants can submit up to 10 unique flavor ideas each day, including the name of their flavor, its inspiration, and key ingredients.
Once all ideas have been submitted, a judging panel takes over. They will narrow the winning flavors down to three finalists, and these ideas will be developed by Frito-Lay’s culinary experts and brought to the public in April 2025.
Subsequently, the winning flavor will be determined by fan votes and 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 $1 million.
To kick off the contest, Frito-Lay has opened its Flavor Vault to re-release five fan-favorite previous contest-winning flavors for a limited time: Chicken & Waffles, Cheesy Garlic Bread, Southern Biscuits and Gravy, Wavy Fried Green Tomato, and Crispy Taco.
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