The $1 Million Chip: Ranking All 5 Lay's Do Us A Flavor Winners (Including The New 2025 Champion)

The iconic Lay’s “Do Us a Flavor” contest has officially made a triumphant return, ending a seven-year hiatus that left chip enthusiasts craving new, wild ideas. As of December 18, 2025, the results of the latest fan-driven competition are in, crowning a new champion who has walked away with the grand prize of $1 million. This campaign, which has historically generated millions of flavor submissions, proves that the public's appetite for innovative snack concepts remains insatiable.

The 2025 Lay’s Do Us a Flavor contest has introduced one of the most comforting and indulgent flavor profiles yet, beating out two other highly competitive finalists. This deep dive explores the newest $1 million winner, traces the full history of the contest, and ranks all five champions that have forever changed the landscape of the potato chip aisle in the United States.

The Complete Lay's Do Us a Flavor Hall of Fame (2012–2025)

The Lay's "Do Us a Flavor" contest, which first launched in the U.S. in 2012, is a masterclass in crowdsourcing and brand engagement. Each iteration challenged fans to submit their dream potato chip flavor, with the ultimate winner taking home a life-changing $1 million prize (or 1% of the flavor's net sales). Here is a look at every single U.S. winner and their journey to the top.

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• 2025 Winner: Bacon Grilled Cheese
  • Creator: Paula George from Sapulpa, Oklahoma.
  • The Flavor: A savory, smoky, and buttery flavor profile that perfectly captures the essence of a classic comfort food sandwich.
• 2017 Winner: Crispy Taco
  • Creator: Ellen from Phoenix, Arizona (first name often unlisted).
  • The Flavor: A burst of seasoned beef, cheese, and a hint of crunchy shell, which resonated deeply with America's love for Tex-Mex cuisine.
• 2015 Winner: Southern Biscuits & Gravy
  • Creator: Hailey Green from Indiana.
  • The Flavor: A rich, creamy, and peppery flavor that brought a taste of the American South to the snack aisle, proving that breakfast flavors can work at any time of day.
• 2014 Winner: Kettle Cooked Wasabi Ginger
  • Creator: Meneko Spigner McBeth from Philadelphia, Pennsylvania.
  • The Flavor: An adventurous, sophisticated, and spicy flavor that was a huge departure from traditional chip profiles, featuring the pungent kick of wasabi and the warm spice of ginger.
• 2012 Winner: Cheesy Garlic Bread
  • Creator: Karen Weber-Mendham, a librarian from Wisconsin.
  • The Flavor: The inaugural winner set the standard with a universally loved, intensely savory flavor profile that tasted exactly like a slice of buttery, toasted garlic bread.

The 2025 Contest: Bacon Grilled Cheese Takes the Crown

After years of waiting, the return of the "Do Us a Flavor" campaign was met with massive excitement. The contest officially launched in October 2024, challenging fans to submit their most creative, $1 million-worthy chip ideas. The final showdown came down to three incredibly unique and bold contenders, representing a wide range of global and regional cuisine.

The three finalist flavors were released to the public for a limited time, allowing consumers nationwide to taste-test and vote for their favorite, a crucial step in the contest's success. The competition was fierce, but ultimately, the comforting familiarity of the winner won over the American public.

The winning flavor, Bacon Grilled Cheese, submitted by Paula George, perfectly blends the salty, smoky notes of bacon with the creamy, sharp tang of melted cheese and a hint of toasted bread. Its victory highlights a consumer trend favoring nostalgic, hearty, and deeply savory comfort food profiles, signaling a possible shift from the more exotic flavors of previous years.

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The Finalist Flavors That Almost Won $1 Million

One of the most exciting aspects of the Lay's contest is the range of innovative, sometimes controversial, flavors that make it to the final stage. The finalists are the true measure of American culinary creativity, and each entrant received a substantial cash prize just for making the final cut. The following flavors were the runners-up in the 2025 and previous contests:

• 2025 Runners-Up:
  • Lay's Valentina & Lime: Inspired by the popular Mexican hot sauce, offering a spicy, tangy, and zesty kick.
  • Lay's Wavy Korean Style Fried Chicken: A globally-inspired flavor capturing the sweet, spicy, and savory glaze of authentic Korean fried chicken.
• 2017 Runners-Up:
  • Lay's Kettle Cooked Everything Bagel with Cream Cheese: A New York favorite translated into a chip, featuring notes of garlic, onion, poppy, and sesame seeds.
  • Lay's Wavy Fried Green Tomato: A Southern-inspired, slightly tart, and savory flavor.
• 2015 Runners-Up:
  • Lay's Kettle Cooked Greektown Gyro: A complex Mediterranean flavor with notes of lamb, tzatziki, and pita bread.
  • Lay's New York Reuben: Capturing the taste of corned beef, Swiss cheese, sauerkraut, and Russian dressing.
  • Lay's Wavy West Coast Truffle Fries: An upscale, earthy, and luxurious flavor profile.
• 2014 Runners-Up:
  • Lay's Cappuccino: Perhaps the most polarizing flavor ever, combining sweet coffee, cinnamon, and cream.
  • Lay's Cheddar Bacon Mac & Cheese: A hearty, cheesy, and smoky comfort food blend.
  • Lay's Wavy Mango Salsa: A sweet, tangy, and fruity flavor with a hint of heat.
• 2012 Runners-Up:
  • Lay's Chicken & Waffles: The original sweet-and-savory combination that sparked a major trend.
  • Lay's Sriracha: Capitalizing on the growing popularity of the iconic chili sauce.

The Legacy and Impact of the Do Us a Flavor Campaign

The "Do Us a Flavor" contest is more than just a marketing stunt; it is a powerful example of how crowdsourcing can drive innovation and brand loyalty. By turning the creation process over to the consumer, Lay’s transformed a simple snack into a national conversation starter. The campaign successfully generated billions of media impressions and, more importantly, fostered a direct, personal connection with its customer base.

The contest also serves as a real-time flavor trend predictor. The early success of Cheesy Garlic Bread (2012) cemented the appeal of rich, savory, universally loved flavors. The victory of Kettle Cooked Wasabi Ginger (2014) showed that American palates were ready for more exotic, global-inspired tastes. The latest winner, Bacon Grilled Cheese (2025), is a nod back to classic comfort while still offering a gourmet twist. The campaign has not only produced five $1 million winners but has also permanently introduced new flavor entities and concepts into the Frito-Lay product development pipeline, ensuring the snack aisle remains fresh and exciting for years to come.

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