Lay’s ‘Do Us a Flavor’: How America’s Favorite Chips Got Their Winning Taste
Explore the story, flavors, winners, and tasty innovation behind Lay's 'Do Us a Flavor' contest, a campaign that let everyday snackers shape America’s chip culture.
Lay’s ‘Do Us a Flavor’—America’s Taste, Transformed
Every year, millions of Americans snack on Lay’s chips, but few realize the immense role fans have played in diversifying the flavor lineup. In an unprecedented marketing move, Lay’s let loyal chip enthusiasts shape its future through the “Do Us a Flavor” contest—a competition inviting anyone to pitch their best chip flavor concept. The stakes were high: the winning flavor would be immortalized on shelves nationwide, and its creator would take home a life-changing $1 million prize.
The Genesis of a Snack Revolution
Lay’s first introduced “Do Us a Flavor” in July 2012, launching an idea that would soon make history. The purpose was not simply to create new chip flavors; it was to crowdsource flavor innovation, leveraging America’s love for unique tastes and personal stories. Over time, the contest expanded, so far generating more than 3 million entries across 30 countries and resulting in sales increases of up to 12% in participating markets.
- Involvement: Fans brainstorm flavor ideas and share stories.
- Submission: Social media and Lay’s website entries fuel nationwide participation.
- Voting: Final flavors are sampled and voted on by the public.
- Grand Prize: The winning flavor creator receives $1 million.
Such direct engagement created loyal customers, with 68% reporting stronger brand affinity through participation.
Milestones of the ‘Do Us a Flavor’ Contest
From humble beginnings, the contest quickly became a staple in snack innovation—adding adventurous, regional, and sometimes daring flavors to grocery shelves.
| Year | Winning Flavor | Creator | Location |
|---|---|---|---|
| 2012 | Cheesy Garlic Bread | Karen Weber-Mendham | Land O’Lakes, WI |
| 2014 | Kettle Cooked Wasabi Ginger | Meneko Spigner McBeth | Deptford, NJ |
| 2015 | Southern Biscuits and Gravy | Hailey Green | Noblesville, IN |
| 2017 | Crispy Taco | Ellen Sarem | San Antonio, TX |
The Role of Stories Behind Flavors
Each winning flavor wasn’t just born from culinary inspiration but personal stories. Ellen Sarem, whose taco recipe inspired the Crispy Taco chip, had spent years perfecting the meal for her fiancé—and Lay’s saw the flavor as a celebration of family, tradition, and authentic taste.
2017: Crispy Taco Claims the Crown
In the 2017 installment, contenders included Lay’s Crispy Taco, Kettle Cooked Everything Bagel with Cream Cheese, and Wavy Fried Green Tomato. America voted Lay’s Crispy Taco as the champion, making Ellen Sarem a millionaire overnight. Sarem’s inspiration came from years of crafting the perfect taco, making the flavor not just an innovation in chips but a tribute to cherished home-cooking moments.
- Ellen Sarem worked hard to perfect her taco recipe, blending simple ingredients—lettuce, tomato, cheese—into crowd-pleasers.
- Her story touched many, showing that love and patience in the kitchen could translate to chip greatness.
- $1 million prize: The contest doesn’t just reward culinary vision but personal journey. Sarem planned to use the funds for a family vacation and her son’s future education.
- Runner-ups: Lindsay Hoffman with Everything Bagel and Gregory Pope with Fried Green Tomato, both earned $50,000 each.
Runner-Up Flavors: Unique Regional Inspiration
- Kettle Cooked Everything Bagel with Cream Cheese: Lindsay Hoffman from Florida celebrated her love of breakfast sandwiches, bringing bagel flavor to the chip aisle.
- Wavy Fried Green Tomato: Gregory Pope from North Carolina transformed a Southern delicacy into a crispy snack. These flavors, though not winners, showed the power of regional favorites.
Behind the Scenes: Judging and Selection
The judging process does not simply rely on flavor, but the power of story, connectiveness to American tastes, and creative potential. Lay’s marketing leaders, flavor scientists, and even celebrity spokespersons like Nick Lachey promoted the contest and shaped the final lineup.
- Lay’s reviews millions of submissions, narrowing them to finalists based on taste and storytelling.
- Finalists undergo flavor development and national launch, then the public samples and votes.
- The campaign’s combination of science and heart made chip development engaging and authentic.
Innovation Beyond the U.S.: Global Fan Flavors
Lay’s didn’t restrict flavor exploration to America. “Do Us a Flavor” ran in dozens of countries, delivering regionally appropriate chip concepts from Thailand’s Hot Chili Squid to India’s Masala Munch.
- Global Reach: 30+ countries participated with millions of entries.
- Cultural Flavors: Asian seasonings, Mexican salsa, and Euro-inspired profiles found their way into different regional chip launches.
- Broader Impact: Consumer-driven innovation became a global Lay’s hallmark.
How the Contest Boosted Lay’s Brand
Because customers drove the innovation, Lay’s built new levels of loyalty. The contest conveyed a clear message: anyone could shape America’s favorite chips—and win big.
- 12% sales boost in key markets tied to contest campaigns.
- 3+ million flavor submissions worldwide—unprecedented engagement drives buzz each year.
- Customer retention: Direct involvement in product development strengthens repeat purchase rates and overall brand warmth.
Flavor Trends: Regional Cuisine on the Chip Shelf
Each contest round not only introduced novel flavors but reflected evolving American taste—from cult classics to global fusions. Some finalist flavors from previous years include:
- Cheddar Bacon Mac & Cheese (Ohio, 2014)
- Cappuccino (Nevada, 2014)
- Wasabi Ginger (New Jersey, 2014)
Flavor innovation went beyond mere taste; these chips celebrate cultural moments, hometown pride, and personal memories.
The Voice of the Winners: When Creativity Pays
Winner interviews reveal shock, excitement, and gratitude over being picked from thousands. The victory is, for many, a dream come true and a testament to homegrown creativity.
- “I’m still pinching myself,” said one recent winner in a broadcast interview, describing the moment of victory as “exhilarating” and “surreal.”
- Winners often incorporate personal elements in their chip submissions—family recipes, regional traditions, or favorite comfort foods.
- Winning entries sometimes become household names, sold nationwide long after the contest ends.
Tastes of 2025: New Aspirations and Global Influence
The “Do Us a Flavor” campaign continues to evolve, with new flavors now representing not just American tastes but the influence of global cuisines. The 2025 flavors continue this legacy:
- Korean-Style Fried Chicken: Bringing the crunch and umami of the Korean street food phenomenon to chips.
- Bacon Grilled Cheese: A comfort food favorite reimagined for snacking.
- Valentina & Lime: Hispanic influence shines through in this flavor, reflecting a childhood snack tradition: Lay’s chips tossed with Valentina hot sauce and fresh lime.
Expert reviews of the latest flavors highlight the boldness and authenticity, even when critiquing for tweaks in acidity, spice, or overall punch—the flavors are recognized for their genuine connection to fan stories and cultural favorites.
Critics and Fans: A Flavorful Discourse
Every year, new Lay’s flavors spark lively discourse among critics and fans alike. Some flavors win praise for their authenticity; others are debated for not being bold enough or straying from the classics.
- Pros: Unique taste profiles; brings new food traditions to larger audiences; direct consumer engagement in product creation.
- Cons: Occasional misses in flavor intensity or accuracy; some flavors too niche for mass appeal; reviewers sometimes wish for more punch or acidity.
The Impact of the Contest: More Than Just Chips
Lay’s “Do Us a Flavor” isn’t only about snacks—it’s a lesson in brand storytelling, customer engagement, and the magic of letting consumers co-create. Key takeaways:
- Storytelling: Authentic stories create connection, driving product preference.
- Innovation: Crowdsourcing empowers product pipelines and uncovers regional preferences.
- Community: The contest creates a shared experience, making Lay’s more than a passive snack—it’s a cultural phenomenon.
Frequently Asked Questions (FAQs)
Q: What is Lay’s ‘Do Us a Flavor’ contest?
A: It is a nationwide competition where fans submit ideas for new potato chip flavors, share stories, and vote on finalists. The winning flavor’s creator gets $1 million and their chips reach store shelves.
Q: How are winning flavors selected?
A: Finalists are picked based on originality, story, flavor potential, and appeal. Consumers nationwide taste each flavor and vote for their favorite.
Q: What are some past winning flavors?
A: Winners include Cheesy Garlic Bread, Wasabi Ginger, Southern Biscuits and Gravy, and Crispy Taco.
Q: Can anyone participate?
A: Yes! Lay’s encourages submissions from snack lovers everywhere, whether by social media or the official website, with no purchase required.
Q: Why do fans love the contest?
A: Fans enjoy the creative process, the opportunity for community recognition, and the possibility of seeing their personal recipe on shelves nationwide.
Final Thoughts: The Legacy of Lay’s Fan-Flavored Chips
Lay’s “Do Us a Flavor” campaign blends innovation, storytelling, and flavor exploration, cementing its place in American food culture as more than a snack—it’s a celebration of creativity. Every flavor tells a story, every chip tastes of possibility, and every participant becomes a co-creator in the landscape of American snacking. With each new contest, Lay’s continues to invite us all to dream up the future of taste.
