Lay's Wants to Give You $1 Million for Your Best Chip Flavor Idea

Some people think they've got the next big idea that will change the world forever. Others among us keep their dreams a bit more humble. And this contest from Lay's is firmly for the latter.

On Wednesday, Lay's announced the return of its Do Us A Flavor contest after a seven-year hiatus, once again giving chip fans the chance to win $1 million for their best flavor creation and see it come to life in stores in 2025. 

“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,” Denise Truelove, the senior vice president of marketing for PepsiCo Foods North America, shared in a statement provided to Food & Wine. “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.” 

Anyone is welcome to submit their flavor ideas from now through Feb. 21, 2025, at DoUsAFlavor.com. Participants can submit up to 10 flavor ideas each day, which will also include the name of their flavor, inspiration, and key ingredients. A panel of expert judges will narrow down the submissions to three finalist flavors, which will then be developed by Frito-Lay's culinary experts and sold in stores starting in April 2025. Then, it's up to fans, who get to vote on their favorites. The two runner-up flavors will each win $50,000, and the grand prize winner will take home $1 million. 

To get your flavor ideas flowing and to give us all a little snack present, Lay's is re-releasing five of the best winning and finalist flavors from the past, including the 2012 winner, Lay’s Cheesy Garlic Bread, the 2012 finalist Lay’s Chicken & Waffles, the 2017 winner Lay’s Crispy Taco, the 2015 winner Lay’s Southern Biscuits & Gravy, and the 2017 finalist Lay’s Wavy Fried Green Tomato.

But take your time to really think about your flavor. After all, this could be your snack legacy.