Attention snack fanatics—the Lay’s celebration of the year is here. After a seven-year hiatus, the 2025 “Do Us a Flavor” contest has officially come to a close, giving us a brand-new million-dollar flavor.
If you’re not familiar with the snack sweepstakes, it’s a competition run by Frito-Lay to crowdsource the next big chip flavor fans will love. Instead of keeping the product testing internal, Lay’s puts it in the hands of the people, asking fans for flavor inspiration and relying on their votes to choose what hits store shelves. Oh yeah, and the winner takes home a $1 million prize.
Over the years, the contest has brought us crave-worthy and wildly creative flavors like Crispy Taco, Southern Biscuits & Gravy, Cheesy Garlic Bread, and Wavy Fried Green Tomato. And this year, it delivered yet another chip you won’t be able to stop snacking on.
Lay’s Announces Its 2025 Do Us a Flavor Winner
Seven years off gave fans plenty of time to think—perhaps even too much time.
This year, more than 700,000 flavor ideas were submitted—who knew there were that many possibilities? But in the end, three finalists rose to the top: Valentina & Lime, a hot and zesty blend; Bacon Grilled Cheese, a savory, satisfying combo; and Wavy Korean-Style Fried Chicken, a salty and boldly flavored take.
All three were released for a limited time so fans could taste and vote for their favorite. Now, the results are in, and the crown goes to the ultimate comfort food classic: Bacon Grilled Cheese.
Capturing the rich, indulgent flavor of the sandwich, this chip also captured America’s heart. It had a nostalgic pull for everyone who tried it—but it held even more meaning for the flavor’s creator, Paula George. Inspired by her late father’s signature sandwich recipe, she hoped the chip would stir up similar memories of a favorite meal for fans everywhere. And by the outcome, it seems to have worked.
One reviewer said they could “taste the buttery bread, gooey American cheese, and the saltiness of the bacon,” even if you don’t get all three flavors in every single bite. Still, if that sounds like your kind of chip, it’s time to hit the store—just like plenty of fans are planning to do.
“I’m crushing a bag soon! On the hunt!” one fan wrote.
We can’t wait to get our hands on a bag either—whether to snack straight from it or stuff the chips into an actual bacon grilled cheese sandwich.
All three finalist flavors are still available on shelves—but only while supplies last. So if you fell for one of the runner-ups, grab a bag before it’s gone. And if none of this year’s flavors hit the mark for you, don’t worry—there’ll probably be another 700,000 new ideas vying for your vote next year.
