The $1 Million Chip: A Complete History Of Lay's 'Do Us A Flavor' Contest Winners, Including The 2025 Champion

The Lay's 'Do Us a Flavor' contest is arguably one of the most successful and talked-about marketing campaigns in modern snack history, turning everyday chip lovers into culinary millionaires. After a seven-year hiatus, the iconic competition made its highly anticipated return in late 2024, asking fans once again to submit their dream potato chip flavor for a chance to win a massive $1 million grand prize. This comprehensive article dives deep into the contest's history, celebrating every single winner and revealing the newest fan-favorite to be crowned the 2025 champion.

As of today, December 11, 2025, the results of the latest competition are in, proving that the public's appetite for wild, inventive, and delicious chip ideas is stronger than ever. The contest, run by PepsiCo's Frito-Lay division, has not only launched limited-edition flavors that have become cultural sensations but has also permanently enshrined the names of ordinary people who dared to dream big with a bag of potato chips. From regional classics to international spice, here is a complete look at the flavors that secured the ultimate $1 million victory.

The Million-Dollar Flavor Hall of Fame: Every 'Do Us a Flavor' Winner

Since its U.S. debut in 2012, the Lay's "Do Us a Flavor" contest has consistently offered a life-changing $1 million prize to the grand winner, or alternatively, 1% of the winning flavor's net sales. This incentive has led to millions of unique flavor submissions over the years, showcasing the incredible creativity of the American public. The following is a list of every winning flavor that earned the coveted title.

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• 2025 Winner: Bacon Grilled Cheese

The latest champion flavor, submitted by Paula George of Sapulpa, Oklahoma, captured the nostalgic and comforting taste of a classic sandwich. This victory marked the triumphant return of the contest after a long break, with the flavor officially being crowned in 2025.

• 2017 Winner: Crispy Taco

Ellen Sarem of San Antonio, Texas, won the 2017 competition with a flavor inspired by the beloved street food. Lay's Crispy Taco brought a blend of seasoned meat, cheese, and crunchy shell notes to the chip aisle, proving that savory, complex flavors resonate with voters.

• 2015 Winner: Southern Biscuits & Gravy

Hailey Green from Indiana took home the $1 million prize in 2015 with her Southern Biscuits & Gravy flavor. This bold, regional flavor captured the essence of a hearty breakfast dish, demonstrating Lay's willingness to embrace unique and culturally specific tastes.

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• 2014 Winner: Kettle Cooked Wasabi Ginger

Meneko Spigner McBeth, a nurse from Philadelphia, submitted the winning idea for Lay's Kettle Cooked Wasabi Ginger. This flavor stood out for its spicy, aromatic, and sophisticated profile, marking one of the contest's most internationally inspired winners.

• 2012 Winner: Cheesy Garlic Bread

The inaugural U.S. winner was Karen Weber-Mendham, a librarian from Wisconsin, with her Cheesy Garlic Bread flavor. This foundational flavor set the standard for the contest, proving that familiar comfort foods could be successfully translated into a potato chip.

The Grand Return: The 2024-2025 'Do Us a Flavor' Contest

After a significant pause, the "Do Us a Flavor" contest was officially brought back by Lay's in late 2024, igniting a new wave of excitement among snack enthusiasts. The competition asked fans to submit their "$1 million potato chip flavor idea," resulting in over 700,000 entries.

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The goal of the contest remains the same: to find the next great American chip flavor. Frito-Lay's extensive culinary experts and R&D team meticulously sift through the submissions, evaluating them based on originality, feasibility, and taste potential. The process is a massive undertaking, designed to ensure only the most innovative and marketable ideas make it to the final stage.

The Final Showdown: 2025 Finalist Flavors

The judging panel ultimately narrowed the massive field down to three distinct finalist flavors. These limited-edition flavors were then produced and released to the public for a crucial consumer voting period, allowing millions of Americans to decide the ultimate winner. The two runner-up finalists each received a substantial $50,000 prize, providing a significant reward even for those who didn't take the grand prize.

The three flavors that competed for the $1 million prize in the 2025 contest were:

• Bacon Grilled Cheese: The eventual winner, a rich, savory, and cheesy flavor profile that evokes the ultimate comfort food experience.
• Valentina & Lime: A bold, spicy, and tangy flavor featuring the popular Valentina Mexican Hot Sauce. This finalist introduced a vibrant, authentic international taste to the chip lineup.
• Wavy Korean-Style Fried Chicken: This flavor, offered on Lay's Wavy chips, captured the complex sweet, savory, and slightly spicy notes of a popular global dish.

The Unforgettable Legacy of Fan-Submitted Flavors

The "Do Us a Flavor" contest is more than just a marketing stunt; it's a powerful example of consumer-driven innovation. By tapping into the creativity of its customer base, Lay's generates massive topical authority and brand engagement. The millions of flavor submissions over the years—including the 3.8 million in the debut year—show the deep connection people feel to their favorite snack brand.

The contest's structure, which involves an initial submission, internal judging, and then a public taste-test vote, ensures that the winning flavor is both unique and broadly appealing. The winning flavors often reflect current food trends, regional specialties, or nostalgic comfort foods, providing a fascinating snapshot of American culinary tastes at the time of the contest.

Beyond the Winners: The Impact on the Chip Aisle

While only a handful of flavors have won the grand prize, the contest has introduced numerous memorable limited-edition chips. Finalist flavors like Lay's Wavy Fried Green Tomato (2017) and Lay's Bacon-Wrapped Jalapeno Popper (2017) often achieve cult status, leaving fans clamoring for their return. The contest also forces Frito-Lay's product development team to push the boundaries of flavor technology, finding ways to accurately replicate complex dishes like Crispy Taco or Southern Biscuits & Gravy on a thin potato chip.

The return of the contest in 2024-2025 reaffirms its status as a cultural phenomenon. It provides a platform for ordinary people to achieve extraordinary recognition and a million dollars, all by translating their favorite meal or snack into a chip flavor. The success of the newest flavor, Bacon Grilled Cheese, ensures that the tradition of the fan-submitted, million-dollar potato chip will continue for years to come.

The 'Do Us a Flavor' campaign serves as a powerful reminder that the best ideas can come from anywhere, even the most unexpected places. Whether you are a fan of the bold Wasabi Ginger or the comforting Bacon Grilled Cheese, the contest has undeniably enriched the chip aisle with some of the most unique and unforgettable flavors ever created.