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The $1 Million Chip: A Complete History Of Lay's 'Do Us A Flavor' Winners (And The 2025 Finalists)

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The "Do Us a Flavor" contest has returned, reigniting the ultimate crowdsourcing battle for snack supremacy. As of December 2025, after a seven-year hiatus that left chip enthusiasts longing for the next bizarre, brilliant flavor, Lay’s has once again challenged the nation to submit their $1 million potato chip flavor idea. This latest iteration of the iconic competition has already narrowed down hundreds of thousands of submissions to three bold finalists, proving that the American palate for potato chips remains as adventurous as ever. This article dives into the complete history of the campaign, profiling the winning flavors and the everyday people who became millionaires by simply imagining a new chip.

Launched by Frito-Lay, a division of PepsiCo, the "Do Us a Flavor" campaign is more than just a contest; it's a brilliant marketing strategy that transforms consumers into flavor innovators. The concept is simple: fans submit their wildest flavor ideas, Lay’s selects a few finalists to produce and sell for a limited time, and the public votes on the grand winner. The ultimate prize? A massive $1 million or one percent of the flavor's net sales, whichever is greater. This high-stakes, fan-driven approach has generated global buzz and cemented the campaign as one of the most successful consumer engagement strategies in modern snack history.

The $1 Million Club: A Complete List of Lay's Do Us a Flavor Winners (2012-2017)

The "Do Us a Flavor" contest first launched in the U.S. in 2012, running annually or biannually until 2017 before its long pause. The campaign saw millions of entries, with the winners often reflecting regional culinary trends or nostalgic comfort foods. Each winner walked away with the grand prize, forever leaving their mark on the Lay’s flavor portfolio.

  • 2012 Winner: Cheesy Garlic Bread

    The inaugural winner of the U.S. contest was Cheesy Garlic Bread, a flavor that combined the savory, aromatic notes of toasted bread, melted cheese, and pungent garlic. The winning idea was submitted by Karen Weber-Mendham, a children's librarian from Land O' Lakes, Wisconsin. Her flavor beat out two other finalists, Sriracha and Chicken & Waffles, to claim the $1 million prize.

  • 2014 Winner: Wavy Wasabi Ginger

    In 2014, the contest returned with a focus on Lay's Kettle Cooked and Wavy varieties. The winner was the bold and unexpected Wavy Wasabi Ginger. This flavor, submitted by New Jersey nurse Meneko Spigner McBeth, delivered a distinct blend of sweet, spicy, and earthy notes, featuring the fiery kick of wasabi tempered by the soothing warmth of ginger. It represented a significant departure from traditional chip flavors, showcasing the public's appetite for international tastes.

  • 2015 Winner: Southern Biscuits & Gravy

    The 2015 contest winner brought a taste of the American South to the snack aisle: Southern Biscuits & Gravy. The winning submission came from Hailey Green, who earned the $1 million prize for her pitch. The flavor successfully captured the essence of a hearty, peppery breakfast staple, proving that comfort food translations could resonate deeply with voters across the country.

  • 2017 Winner: Crispy Taco

    The final winner before the contest's long hiatus was Crispy Taco, which was crowned in 2017. Submitted by Ellen Sarem from San Antonio, Texas, the flavor captured the complex, savory profile of a classic taco, including notes of seasoned beef, melted cheese, and a hint of crunchy tortilla. Sarem's idea won the ultimate $1 million prize, concluding the initial run of the campaign on a spicy, high note.

The Highly Anticipated Return: Lay's Do Us a Flavor 2025 Finalists

After a seven-year break, Lay’s officially brought back the "Do Us a Flavor" contest in late 2024, generating massive excitement across social media and the snack industry. The latest iteration once again offered a $1 million grand prize to the winner, drawing over 700,000 unique flavor ideas from fans. The three finalists for the 2025 contest have been selected, and they represent a fascinating mix of nostalgic comfort, international street food, and bold, spicy fusion.

A Deep Dive into the New Flavor Contenders

The three flavors currently vying for the top spot demonstrate Lay's commitment to pushing the boundaries of what a potato chip can taste like. Each one offers a unique culinary experience, forcing voters to choose between a familiar favorite and exciting new horizons.

1. Bacon Grilled Cheese

This flavor is the ultimate comfort food mashup, designed to evoke the warm, gooey, and savory experience of a classic grilled cheese sandwich enhanced with smoky bacon. It appeals directly to the nostalgia and simplicity of American diner food. The combination of cheddar, butter, and bacon fat translated into a chip promises a rich, umami-heavy snack that is likely to be a strong contender among those who favor traditional, hearty flavors.

2. Valentina & Lime Flavored Potato Chips

A nod to the growing popularity of Mexican street food and the trend of using hot sauce as a primary flavor profile, the Valentina & Lime chip is a bold choice. Valentina is a popular Mexican hot sauce known for its citrusy, medium heat and vinegary tang, rather than just pure heat. The addition of zesty lime is crucial, providing a bright, refreshing counterpoint to the spice. This flavor targets consumers looking for a vibrant, spicy, and authentic taste experience.

3. Wavy Korean-Style Fried Chicken

Representing the international street food category, the Wavy Korean-Style Fried Chicken flavor is perhaps the most complex and trend-forward of the three. It aims to capture the sweet, savory, and slightly spicy glaze that defines popular Korean fried chicken (often referred to as 'KFC'). The use of the Wavy chip cut is intentional, as the ridges are perfect for holding the rich, sticky flavor profile. This flavor taps into the massive global popularity of Korean cuisine and its distinct balance of sweet chili, garlic, and soy.

The Legacy of Crowdsourcing and Brand Authority

The enduring success of "Do Us a Flavor" is a case study in effective consumer engagement and brand authority for Frito-Lay. By turning the flavor creation process over to the public, Lay’s achieved several key marketing objectives:

  • Unparalleled Buzz: The contest generates free publicity and massive media coverage every time it runs, far exceeding the reach of traditional advertising.
  • Market Research: It provides invaluable, real-time data on consumer preferences and emerging culinary trends. Flavors like Wasabi Ginger and Crispy Taco were direct indicators of the evolving American palate.
  • Brand Loyalty: By offering a $1 million prize and the chance for an ordinary person to become a flavor legend, Lay’s fosters an intense sense of community and ownership among its customer base.
  • Topical Authority: The campaign consistently introduces unique, limited-edition flavors that dominate snack conversations, positioning Lay’s as the undisputed leader in potato chip innovation.

As the public casts its votes for the 2025 winner, the anticipation is not just about which flavor will win, but who will join the exclusive $1 Million Club. Whether it’s the comforting embrace of Bacon Grilled Cheese, the fiery zest of Valentina & Lime, or the complex savory-sweetness of Wavy Korean-Style Fried Chicken, the next Lay’s legend is about to be crowned, proving once again that the best flavor ideas often come directly from the fans.

The $1 Million Chip: A Complete History of Lay's 'Do Us a Flavor' Winners (And the 2025 Finalists)
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