Lays Potato Chip Contest: Current Details & How to Enter

As of 2023, Frito-Lay typically runs an annual "Do Us A Flavor" contest where consumers submit and vote on new potato chip flavors, with winners receiving $1 million or 1% of chip sales. The most recent contest concluded in January 2023 with "Loaded Baked Potato" and "White Cheddar Bacon" selected as winning flavors.

Have you ever wondered how everyday consumers create the next big potato chip sensation? The Lays Do Us A Flavor contest represents one of the snack industry's most successful consumer engagement initiatives, transforming ordinary chip lovers into flavor innovators. This comprehensive guide details everything you need to know about participating in this unique opportunity to influence what lands on grocery shelves nationwide.

Understanding the Lays Contest Framework

Frito-Lay, a subsidiary of PepsiCo, has run the "Do Us A Flavor" contest annually since 2013, inviting consumers to submit original potato chip flavor ideas. The contest operates on a simple but effective premise: crowdsource innovation while building brand loyalty. Unlike traditional marketing campaigns, this initiative gives consumers direct influence over product development—a strategy that has generated significant media coverage and social engagement.

Current Contest Structure and Timeline

The contest typically follows a predictable annual pattern with specific phases:

Contest Phase	Typical Timeline	Key Activities
Submission Period	February-March	Consumers submit original flavor ideas online
Semifinalist Selection	April	Frito-Lay selects 64 semifinalist flavors
Public Voting	May-June	Consumers vote for regional favorites
Final Selection	July-August	Winning flavors chosen and produced
Market Launch	September-January	Winning flavors hit store shelves nationwide

According to PepsiCo's 2022 press release, the contest has received over 3.5 million flavor submissions since its inception, with more than 150 million consumer votes cast across various contest iterations. The Federal Trade Commission maintains specific guidelines for such consumer contests, requiring clear disclosure of official rules, odds of winning, and prize descriptions as outlined in their Sweepstakes and Contests guidance.

Eligibility Requirements You Must Know

Before submitting your flavor idea, verify you meet all eligibility criteria:

• Must be legal resident of the 50 United States or D.C.
• At least 13 years old (with parental consent if 13-17)
• Cannot be employed by PepsiCo or related companies
• Must have internet access to submit entries

Notably, residents of certain states face additional restrictions. For example, as documented by the Massachusetts Office of the Attorney General, sweepstakes participants in that state must complete skill-based components due to stricter gambling regulations. Similarly, Rhode Island requires contest operators to file specific documentation with the state's Department of Business Regulation.

How to Craft a Winning Flavor Submission

Based on analysis of past winning entries, successful submissions typically share these characteristics:

• Clear flavor profile - Specific ingredients rather than vague concepts
• Cultural relevance - Taps into current food trends or regional specialties
• Practical production - Uses ingredients compatible with existing manufacturing
• Memorable name - Catchy but descriptive title that tells the story

Previous winners demonstrate this formula effectively. The 2021 "Loaded Baked Potato" flavor succeeded by combining familiar comfort food elements with clear ingredient specificity. According to internal PepsiCo data reported in Food Dive, flavors with 3-5 distinct but complementary ingredients have historically performed best in consumer testing.

Avoiding Common Submission Mistakes

Many promising entries get disqualified due to preventable errors:

• Violating naming guidelines (no brand names or inappropriate terms)
• Proposing flavors requiring specialized equipment
• Submitting variations of existing Lays flavors
• Missing the submission deadline by even minutes

The contest rules explicitly prohibit submissions containing alcohol, tobacco, or illegal substances. Additionally, flavors that would require significant reformulation of Lays' base potato chip face elimination during the initial screening process, as confirmed by Frito-Lay's 2022 contest documentation.

What Happens After You Submit

Understanding the post-submission process helps set realistic expectations:

1. Initial screening - Entries violating rules are eliminated
2. Technical review - Food scientists assess production feasibility
3. Consumer testing - Top concepts undergo blind taste tests
4. Final selection - Winning flavors chosen for production

According to industry reports, less than 1% of submissions advance beyond the initial screening phase. The technical review eliminates approximately 85% of remaining entries due to production constraints. Only about 60-70 concepts typically reach consumer testing each year, with just two ultimately selected as winners.

Prize Structure and Winner Obligations

Winners receive substantial rewards but also accept specific responsibilities:

• $1 million cash prize OR 1% of the flavor's first-year sales (whichever is greater)
• Appearance opportunities in Lays marketing materials
• Required participation in promotional activities
• Transfer of all rights to the flavor concept to Frito-Lay

It's worth noting that the 1% sales option has proven more valuable in recent years. The 2019 "Loaded Green Chile & Cheese" flavor generated approximately $20 million in first-year sales, making the percentage option significantly more valuable than the fixed cash prize. Winners must also comply with IRS reporting requirements for prize winnings.

Historical Evolution of the Contest

The Lays contest has evolved significantly since its 2013 debut:

• 2013-2015: Focused on single flavor submissions with regional voting
• 2016-2018: Introduced "All-Star" category for returning popular flavors
• 2019-2021: Expanded to include international submissions in select markets
• 2022-present: Streamlined submission process with enhanced digital voting

This evolution reflects changing consumer engagement patterns. According to a Nielsen report, brands leveraging consumer co-creation have seen 20% higher engagement rates compared to traditional marketing approaches. The contest's adaptation to mobile-first submission and social media integration demonstrates Frito-Lay's responsiveness to these trends.

Maximizing Your Contest Experience

Whether you win or not, participating offers valuable benefits:

• Develop your food innovation skills through the submission process
• Connect with fellow food enthusiasts in online communities
• Gain insight into food product development
• Enjoy exclusive early access to new Lays products

Many past participants have leveraged their contest experience into food industry careers. Several former semifinalists have gone on to work in food product development, with some even joining PepsiCo's innovation team. The contest serves as an unexpected talent pipeline for the food industry while maintaining its core purpose of generating consumer-driven innovation.

When does the next Lays contest begin?

The Lays Do Us A Flavor contest typically opens for submissions in February each year, with voting occurring in May-June. Check the official Lays website in January for announcements about the next contest cycle.

Can I submit multiple flavor ideas to the Lays contest?

Yes, contest rules allow participants to submit up to one flavor idea per day during the submission period, with a maximum of five total submissions per person for the entire contest duration.

How are Lays contest winners selected?

Winners are selected through a two-phase process: first, Frito-Lay food scientists evaluate submissions for production feasibility, then consumers vote on the semifinalist flavors. The final winners are chosen based on a combination of consumer votes and internal evaluation of market potential.

What happens to non-winning flavor ideas?

All submitted flavor concepts become the exclusive property of Frito-Lay. While only two flavors win each year, the company may incorporate elements from other submissions into future products. Previous contests have featured "fan favorite" flavors that didn't win but showed strong consumer appeal.