Eva Longoria To Create The Next Great Lays Potato Chip Flavor

The "Do Us A Flavor" contest launched in Times Square at the first-ever Lay's brand flavor store  will award the contest winner $1 million or one percent of chip flavor's net sales.  So power up those taste buds as a nationwide search for the next great Lay's potato chip flavor is officially underway. Lay's, one of the marquee brands from PepsiCo's Frito-Lay division kicked off  its "Do Us A Flavor" contest that invites fans to submit their potato chip flavor ideas for the chance to win $1 million in grand prize money or one percent of their flavor's 2013 net sales (whichever is higher). From now until Oct. 6, consumers can share their flavor inspirations on the Lay's Facebook page, with the winning flavor being revealed in 2013, the year Lay's – America's most-loved potato chip brand – celebrates its 75-year anniversary.

To launch the contest, the Lay's brand is creating its first-ever pop-up store in New York City's Times Square – a place known for bringing unique flavors from around the world together. At this one-of-a-kind Lay's flavor destination, consumers can sample up to 20 existing Lay's flavors and learn about unique Lay's potato chip flavors from around the world in order to excite their palates and inspire their contest submissions. Actress and restaurateur Eva Longoria, and celebrity chef and restaurateur Michael Symonalso will be on hand to encourage fans to submit their winning flavor ideas.  

"We've created some really great potato chip flavors over the years, but this time around we're asking our consumers to weigh in and share their ideas for what comes next," said Ram Krishnan, vice president of marketing, Frito-Lay North America. "With a mix of traditions, cultures and backgrounds, we know our fans have what it takes to come up with a truly winning flavor that will be a delicious treat for fans all across the country. We can't wait to see what fans come up with and all the creative submissions."

As the largest food brand in the world, Lay's has a global reach that many don't realize. The "Do Us A Flavor" contest has already been held in numerous countries with consumers suggesting more than eight million ideas for chips flavors around the world.  From the UK and India to Australia and South Africa, the "Do Us A Flavor" contest has resulted in a wide spectrum of popular consumer-created chip flavors, including Mastana Mango, Walkie Talkie Chicken, Caesar Salad, Chilli & Chocolate, Late Night Kebob and even Cajun Squirrel. Today's launch marks the first time the "Do Us A Flavor" contest has been held in the U.S.

Beyond their involvement in the contest launch, Longoria and Symon also will be part of a judging panel made up of chefs, foodies and flavor experts who will narrow down the contest submissions to three finalist flavors. In addition, the two will appear in national television and online advertising, as well as a retail marketing campaign to support the contest. Longoria, an award-winning actress, best-selling cookbook author, philanthropist, is the owner of Beso, one of the hottest eateries in Los Angeles and Las Vegas known for its eclectic menu of colorful and tasty dishes from around the world. Originally from Cleveland, Symon is the current co-host of the ABC daytime talk show "The Chew" and appears on the Food Network's "Iron Chef America" and Cooking Channel's "Symon's Suppers." He is also the owner of four award-winning restaurants located in America's heartland: Lola, Lolita, Roast and B Spot, as well as the recently opened Bar Symon inside Pittsburgh International Airport.  

"To me, the best part about the contest is that you don't have to be a foodie, chef or flavor expert to enter," explained Eva Longoria. "You just have to trust your taste buds.  If you're passionate about a flavor, likely there are others who agree." "I am constantly impressed with the range of flavor combinations possible in the culinary world, which presents an exciting variety of options for the next great potato chip," said Chef Michael Symon. "I'm confident America has what it takes to create a delicious new potato chip flavor. The tough part will be reviewing the many creative ideas and selecting our top three."