Past winners include Cheesy Garlic Bread, Kettle Cooked Wasabi Ginger and Southern Biscuits and Gravy. For this year's "Do Us a Flavor" competition, PepsiCo's Lay's brand released its 10 semifinalist flavors on July 10 and gave a judging panel made up of chefs, foodies and flavor experts the opportunity to select three final flavors that will be fully developed by Frito-Lay's culinary experts and brought to market later this month. In its fourth year, the contest, which took on the theme of “The Pitch” this year, asked Lay's fans nationwide to “pitch” their best idea for a Lay’s potato chip and the inspiration behind it through a photo, video and/or written description. Fans submitted their best flavor ideas from Jan. 17 through March 19.
The winning flavor from the three finalists will be revealed this fall. The 10 semifinalists receive $10,000 in prize money, the two runners-up will win $50,000 and the winner will take home $1 million.
"This year, for the first time on 'Do Us a Flavor,' we're building some anticipation by giving America a glimpse into the potato-chip flavor ideas that rose to the top," said Sarah Guzman, senior director of marketing for Frito-Lay, Plano, Texas. "With this year's twist of 'The Pitch,' we were able to truly see our fans' creativity and overall appetite for living life flavorfully. So many personal stories showed us that many of life's greatest moments are wrapped up in flavor and we wanted to share those with America."
From July 24 through Oct. 8, Lay's is asking consumers to try all three flavors and vote for their favorite for a chance to win prizes every day. Fans can vote once per day per voting platform for their favorite flavor on www.lays.com, or via Twitter, Instagram or Snapchat.
Click through to see the three finalist flavors, as well as the remaining seven that were semifinalists.