After introducing three flavors to the snack fans, one bag earned the chip crown. In a recent announcement, the 2025 Lay’s Do Us A Flavor winner is Bacon Grilled Cheese flavored potato chips and that bag holds a bounty of flavorful recipe ideas.
When Lay’s launched the concept of “Do Us A Flavor,” the idea was more than just bringing trends and product innovation to store shelves. The concept taps into the PepsiCo Foods brand’s loyal fan base. It gives people an opportunity to see their dream flavor come to life on an immense scale. In some ways, it is crowd sourcing amplified to the max.
After a seven year hiatus, 2025 was the perfect time to bring back this concept. Earlier this year, 700,000 submissions were narrowed down to the final three flavors. Those finalists hit the shelf, Bacon Grilled Cheese Flavored Potato Chips, Valentina and Lime Flavored Potato Chips, and Lay’s Wavy Korean-Style Fried Chicken Flavored Potato Chips.
With all the fan votes tabulated, the winner is Lay’s Bacon Grilled Cheese. The flavor’s creator, Paula George said, “Seeing Lay’s Bacon Grilled Cheese flavored potato chips brought to life was a dream come true in itself and knowing that thousands of Lay’s fans across the country tried and loved it, just as much as I did fills me with immense joy and gratitude for this opportunity.”
Speaking about the winner, Denise Truelove, senior vice president, marketing, PepsiCo Foods, said, “The creativity and passion for bold, delicious flavors, and the story behind each submission, captured the hearts—and taste buds—of potato chip lovers everywhere. As a leader in flavor innovation, we’re thrilled to bring this flavor to life and celebrate the inspiring ideas of our fans through this contest.”
The Lay’s Do Us A Flavor winner is more than just a statement that people love bacon and crave a take on a classic comfort food. When people tasted this particular offering, it opened the conversation to more uses beyond the snack bowl.
For example, the Lay’s Bacon Grilled Cheese was delicious on a smash burger. Many chefs have long touted the use of potato chips on burgers to add a crunchy texture. This flavor added cheesy, bacon deliciousness alongside that crunch. The concept worked best on a slider where the bun cannot be overcrowded with ingredients.
Another concept that worked well was using these chips as a crouton substitute for tomato soup. Many people love pairing a grilled cheese with that simple soup. A few chips served with or alongside the dish gave just a little extra to make the comfort food shine.
The potential uses for these chips are numerous. Whether it is topping a hot dog or a breading for a chicken tender, it is best to buy several bags before the summer ends.
The winning Lay’s Bacon Grilled Cheese flavor, as well as the other 2025 Lay’s Do Us A Flavor finalists, are available while supplies last. What other flavor innovations will be hitting the shelf from Lay’s? Everyone better keep their eyes peeled for the food trend popping up in that snack bag.
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