Lay's has announced the return of its "Do Us A Flavor" contest, which invites consumers nationwide to submit their ideas for the "next great potato chip flavor" and a chance to win a $1 million grand prize.


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Supplier News Breaks

Lay's brings back popular chip flavor contest

January 14th, 2014

PLANO, Texas – Lay's has announced the return of its "Do Us A Flavor" contest, which invites consumers nationwide to submit their ideas for the "next great potato chip flavor" and a chance to win a $1 million grand prize.

PepsiCo's Frito-Lay division said Tuesday that this year's contest offers Lay's fans more opportunities to show their creativity for potato chip flavors.

Consumers will now be able to choose from three potato chip forms — Lay's Original, Lay's Kettle Cooked and Lay's Wavy – for their flavor ideas. In addition, a fourth finalist flavor will be created and brought to store shelves.

Through April 5, Lay's fans can submit their flavor suggestions at dousaflavor.com, through Twitter (follow @Lays for details), at YouTube.com/Lays, via the Lay's Facebook Page or by using their cell phone to text FLAVOR to CHIPS (24477). To submit, consumers will be asked to provide their name, flavor name, up to three ingredients, the chip style and a 140-character description or inspiration for their flavor.

"Even though we could only pick one grand prize winner last year, the millions of delicious ideas submitted by fans demonstrated that we have only begun to scratch the surface of the possibilities we could bring to the snack aisle," stated Ram Krishnan, vice president of marketing for Frito-Lay. "This time around, we're offering consumers even more opportunities to demonstrate and celebrate their creativity, and love of yummy flavors, throughout the contest. We can't wait to see what America's taste buds will inspire next."

Frito-Lay said the "Do Us A Flavor" contest has been held by PepsiCo in many countries, with consumers suggesting more than 12 million ideas for chips flavors around the world. In July 2012, the Lay's brand launched its first "Do Us A Flavor" contest in the United States and asked fans around the country to pick the next great potato chip flavor. From bacon to apple to cheese, fans offered nearly 4 million potato chip flavor ideas.

Lay's Cheesy Garlic Bread, Lay's Chicken and Waffles and Lay's Sriracha flavored potato chips were selected as finalists, created and brought to store shelves, and then it was up to consumers to determine a winner. In May 2013, after millions of fan votes were cast, it was announced that Lay's Cheesy Garlic Bread flavored potato chips were America's favorite, and Karen Weber-Mendham, a children's librarian from Land O' Lakes, Wis., and the finalist behind the winning idea, took home the $1 million grand prize.

As part of this year's contest, a judging panel made up of chefs, foodies and flavor experts will narrow down the contest submissions to four finalist flavors. The finalist flavors will then be fully developed by Frito-Lay's culinary experts and unveiled in summer 2014. From there, it will be up to fans to vote for the finalist flavor they want to see stay on store shelves.

The winning flavor, as determined by fan votes, will be revealed in November. The three runner-up finalists will each win $50,000 in prize money, with the grand prize winner taking home $1 million or 1% of their flavor's net sales (whichever is higher) for the period July 1, 2014,  to July 1, 2015.

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