Lay’s has reintroduced its popular contest, “Do Us a Flavor,” inviting snack fans to participate in the creation of three unique potato chip flavors. After a hiatus, this highly anticipated initiative allows enthusiasts to share their imaginative recipes for limited-edition chips.
This year, the brand received an impressive 700,000 flavor submissions, leading to three finalist flavors: Bacon Grilled Cheese, Wavy Korean-Style Fried Chicken, and Valentina & Lime. These fan-inspired flavors will be available in U.S. retail stores from April 21, 2025, to June 13, 2025.
During this period, fans can express their preferences by voting for their favorite flavor on the contest website. The flavor with the most votes will be crowned the winner, with the creator set to earn a grand prize of $1 million. The runners-up will also be rewarded with $50,000 each.
Introducing the Three Finalist Flavors
1) Bacon Grilled Cheese
Paula George from Oklahoma is the creative force behind the Bacon Grilled Cheese flavor, honoring her father’s love for crispy bacon in grilled cheese sandwiches. This flavor promises to deliver the nostalgic taste of diner-style sandwiches, featuring rich umami notes from bacon and cheddar cheese.
2) Wavy Korean-Style Fried Chicken
Created by Neelia Lynn from Virginia, the Wavy Korean-Style Fried Chicken flavor draws inspiration from her family’s beloved fried chicken recipe. This savory chip features a blend of ginger, garlic, chili heat, and a hint of sweetness from soy sauce, all housed within wavy-cut chips.
3) Valentina & Lime
Araceli Huerta from California presents the Valentina & Lime flavor, a reflection of her childhood memories of enjoying Lay’s Original chips with Valentina hot sauce and fresh lime. This zesty combination blends citrus notes with a spicy kick and vinegar acidity.
Exploring the History of the “Do Us a Flavor” Contest
The “Do Us a Flavor” contest first launched in America in 2012, having previously found success in Australia and the United Kingdom. Lay’s enthusiasts have the chance to submit their own potato chip flavor concepts along with the stories and key ingredients that inspired their ideas.
Finalist flavors are typically available in stores nationwide, enabling customers to vote for their top pick. Previous winners include flavor concepts such as Cheesy Garlic Bread (2013), Wasabi Ginger (2014), Southern Biscuits and Gravy (2015), and Crispy Taco (2017). After a brief hiatus, the contest was revived in late 2024, receiving over 700,000 entries aimed at launching three new flavors for consumer voting.
The flavor that garners the most votes will be declared the 2025 “Do Us a Flavor” champion, with the creator receiving a hefty $1 million prize. The two additional finalists will each take home $50,000.
About Lay’s Brand Legacy
Lay’s is a globally recognized snack food brand known for its diverse range of potato chip products. Founded by Herman Lay in Nashville, Tennessee, during the 1930s, the brand became a part of PepsiCo through its acquisition of Frito-Lay in 1961.
Today, Lay’s operates in over 200 countries, offering consumers both classic potato chip flavors and unique, region-specific varieties. Whether enjoying traditional options like Original and Sour Cream & Onion or trying innovative, limited-edition flavors inspired by global cuisines, Lay’s continues to engage its audience through interactive initiatives such as the “Do Us a Flavor” contest.