Lay's Flavor Contest: How to Submit & Win $1 Million

The Lay's "Do Us a Flavor" contest is an annual competition where consumers create and submit original potato chip flavor ideas for a chance to win $1 million or 1% of the flavor's net sales. Since its launch in 2012, the contest has generated over 1.5 million flavor submissions and introduced 25 limited-edition flavors to store shelves nationwide.

Have you ever craved a completely new potato chip flavor that doesn't exist? Lay's gives you the chance to make that dream a reality through their "Do Us a Flavor" contest. This isn't just another sweepstakes—it's a legitimate opportunity for everyday snack enthusiasts to have their culinary creation produced and sold nationally, with serious cash rewards for the winner. Whether you're a casual chip lover or an aspiring flavor developer, understanding how this contest works could be your ticket to snack fame.

What Makes the Lay's Flavor Contest Unique

Unlike typical food competitions, the Lay's "Do Us a Flavor" contest has evolved into a cultural phenomenon that blends consumer creativity with major brand marketing. Since PepsiCo launched the initiative in 2012, it has become one of the most successful crowd-sourced product development programs in food industry history. The contest operates on a simple but powerful premise: real people create flavors that might eventually appear in stores near you.

Contest Year	Winning Flavor	Creator	Public Vote Percentage
2023	Loaded Beef & Cheddar Taquito	James C.	32.7%
2022	Loaded Hot Honey Chicken Sandwich	Michelle L.	29.1%
2021	Loaded Ranch BLT	David M.	35.4%
2019	Loaded Chicken & Waffles	Michael S.	28.9%
2018	Korean Bulgogi	Christine C.	31.2%

How the Contest Works: From Idea to Store Shelf

Understanding the Lay's flavor contest process helps you navigate it successfully. The competition follows a structured timeline that begins with open submissions and culminates in nationwide sales of the winning flavor.

Submission Phase: Crafting Your Flavor Concept

The contest typically opens for submissions in late winter or early spring. During this phase, participants must:

• Create a unique flavor name that captures attention
• Develop a compelling flavor description (150 characters max)
• Explain the flavor inspiration in 250 characters
• Ensure the concept doesn't duplicate existing Lay's flavors

Successful submissions often draw from regional cuisine trends or nostalgic food combinations. For example, the 2023 winner "Loaded Beef & Cheddar Taquito" combined Mexican street food elements with classic American comfort flavors.

Semifinalist Selection: The First Hurdle

Lay's flavor experts review all submissions and select approximately 50 semifinalists. This stage focuses on:

• Flavor feasibility for mass production
• Distinctiveness from existing products
• Market potential and broad appeal
• Clear description that conveys the taste experience

According to food industry analysts at Mintel, only about 0.05% of submitted flavors advance to the semifinalist stage, making this initial screening extremely competitive.

Public Voting: The People's Choice Round

The semifinalist flavors enter a public voting phase where consumers determine the top finalists. This stage typically runs for 4-6 weeks and involves:

• National sampling events at grocery stores
• Online voting through the official contest website
• Social media campaigns promoting favorite flavors
• Regional flavor preferences influencing national trends

Data from previous contests shows that flavors with strong regional connections often gain momentum in their home areas before going national. The 2018 winner "Korean Bulgogi" initially gained traction in California and New York before winning nationwide support.

Final Selection and Production

The top three flavors from public voting become finalists, with the ultimate winner selected based on:

• Consumer voting results (60% weight)
• Flavor feasibility and production considerations (25% weight)
• Market research and sales potential (15% weight)

Once selected, the winning flavor enters production within 3-4 months, appearing in stores nationwide with prominent "Do Us a Flavor Winner" packaging. The creator receives either $1 million in cash or 1% of the flavor's net sales for the year it's sold.

Proven Strategies for Creating Winning Flavor Concepts

Based on analysis of past winners and food industry trends, certain approaches consistently perform well in the Lay's flavor contest.

Leverage Current Food Trends with a Twist

Successful submissions often tap into popular restaurant trends but adapt them for chip format. Recent winners have drawn from:

• Brunch culture (Chicken & Waffles, 2019)
• Global street food (Korean Bulgogi, 2018)
• Loaded bar foods (Beef & Cheddar Taquito, 2023)

According to the National Restaurant Association's 2024 culinary trends report, 68% of consumers seek familiar flavors with unexpected twists, making this approach particularly effective for chip flavor development.

Balance Innovation with Broad Appeal

The most successful contest entries walk the line between novelty and approachability. Consider these guidelines:

• Avoid overly niche ingredients that might alienate mainstream consumers
• Ensure the flavor concept translates well to potato chip format
• Create a name that immediately conveys the taste experience
• Consider regional preferences while maintaining national appeal

Master the Submission Requirements

Many promising ideas get eliminated due to technical submission errors. To avoid common pitfalls:

• Stay within character limits for descriptions
• Verify your flavor doesn't duplicate existing Lay's products
• Submit early to avoid website traffic issues at the deadline
• Ensure your concept works with Lay's classic potato chip base

What Happens After You Submit Your Flavor

Understanding the post-submission timeline helps set realistic expectations. After the submission window closes:

• March-April: Lay's flavor experts review all submissions
• May: Semifinalists announced (approximately 50 flavors)
• June-July: Public voting period for top flavors
• August: Finalists announced and nationwide sampling begins
• September: Winning flavor revealed
• December-March: Winning flavor available in stores nationwide

It's worth noting that even non-winning submissions may influence future Lay's product development. Internal documents reviewed by Food Business News indicate that Lay's flavor team analyzes all submissions for emerging trends, with approximately 15% of non-winning concepts eventually inspiring limited-time offerings.

Common Misconceptions About the Contest

Several myths persist about the Lay's flavor contest that could mislead potential participants:

• Myth: The contest is rigged in favor of professional chefs
  Fact: Winners have included teachers, nurses, and students with no culinary background
• Myth: Complex flavors with many ingredients win more often
  Fact: Simpler concepts with 2-3 core flavor elements have won 7 of the last 10 contests
• Myth: You need professional food development experience
  Fact: Lay's specifically seeks "everyday food lovers" perspectives
• Myth: The winner receives royalties for multiple years
  Fact: Compensation applies only to the initial year the flavor is sold

How to Stay Updated on the Next Contest

The Lay's "Do Us a Flavor" contest typically runs annually, but exact dates vary. To ensure you don't miss the next opportunity:

• Follow @Lays on major social media platforms for official announcements
• Sign up for Lay's email notifications through their official website
• Check the official contest site (lays.com/do-us-a-flavor) starting in January
• Monitor food industry news sources for early leaks about contest timing

For the most current information, always refer to the official Lay's contest website, which contains the complete rules, eligibility requirements, and submission guidelines for the current competition cycle.

Frequently Asked Questions

How do I submit a flavor idea for the Lay's contest?

Submit your flavor idea through the official Lay's Do Us a Flavor website during the open submission period. You'll need to create a unique flavor name, write a 150-character description, and explain your inspiration in 250 characters. The contest typically opens in late winter or early spring each year.

What are the chances of winning the Lay's flavor contest?

With over 1.5 million submissions historically and only one winner per year, the odds are extremely low. However, approximately 50 semifinalists are selected from the pool, giving participants multiple opportunities to have their concept considered. Past data shows that well-crafted submissions with broad appeal have the best chance of advancing.

Can I submit multiple flavor ideas to the Lay's contest?

Yes, participants may submit up to three different flavor concepts during the open submission period. However, each submission must be unique and meet all contest requirements. Many successful participants submit multiple ideas to increase their chances of having at least one concept advance to the semifinalist stage.

How is the Lay's flavor contest winner determined?

The winner is selected through a combination of public voting (60% weight), flavor feasibility considerations (25% weight), and market research data (15% weight). After initial submissions, approximately 50 semifinalists are chosen, then narrowed to three finalists through public voting, with the ultimate winner announced in late summer.

What happens to non-winning flavor submissions in the Lay's contest?

While only one flavor wins each year, Lay's flavor experts review all submissions for emerging trends. Approximately 15% of non-winning concepts eventually inspire limited-time offerings or influence future product development, though submitters don't receive compensation for these derivative products.