Southern Biscuits & Gravy, Cheesy Garlic Bread and Wasabi Ginger are some of the most beloved potato chip varieties in Lay’s long history of flavour innovation. But what many might not remember – or even know – is that these flavours wouldn’t exist if it weren’t for the fans.

Nearly everyone has a great potato chip idea, and in 2012, it put that theory to the test with the launch of ‘Do Us A Flavour’ contest. It ran for four iterations and became a cultural phenomenon that inspired millions of flavour submissions, resulting in 14 out-of-the-box creations. Now, after a seven-year hiatus, the iconic campaign makes its highly anticipated return. Once again, it is challenging fans to submit their best ideas for the chance to see their chip on store shelves in 2025 and win $1 million.

Denise Truelove, senior vice president of marketing, PepsiCo Foods North America, said, “For years, Lay’s made fans’ flavour dreams come true by turning their enthusiasm into delicious snacks for the entire nation to taste, share and enjoy. Since then, we’ve drawn inspiration from so many different places for our potato chip flavours – global cuisines, hometown favourites, musical genres and more – but our fans have always known best. After years of people asking for the program’s return, we’re excited to hand the reigns back to them to help us uncover the next great potato chip flavour.”