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Lay’s Do Us a Flavor contest is a home run

In the PR world, there are gimmicks, and there are the actual bright ideas that, when done correctly, can become a company’s signature. Frito-Lay has, in this blogger’s humble opinion, potentially laid the groundwork for the latter with their new Lay’s Potato Chip Do Us a Flavor competition. When I first heard about the competition on a radio talk show promo, I knew I had to try these chips. The concept? Lay’s asked for suggestions for new flavors between July and October of 2012, and received 3.8 million submissions from which there were three finalists chosen.

When the opening bell of the New York Stock Exchange rang on February 12, the three finalists for the contest were on hand along with actress/restauranteur Eva Longoria and celebrity chef and restauranteur Michael Symon to kick off the contest, which runs until May 4, to introduce their flavors to the world. Here are the options and my thoughts on each one….

Lay’s Cheesy Garlic Bread (submitted by Karen Weber-Mendham of Land O’ Lakes, Wisconsin) has a big, bold hit of garlic immediately after biting into the chip, followed by a more subtle cheese taste. I’m not a huge garlic guy, and while the flavor was more of a roasted garlic note, it kind of overpowered the other flavors of the cheesy garlic bread. And I think what is a tad disappointing is that, since I live in Wisconsin like Karen does, I would have preferred the cheese to be more dominant.

Lay’s Sriracha (submitted by Tyler Raineri of Lake Zurich, Illinois) has a touch of sweetness at the start, followed by a big chili pepper kick–just like the sriracha sauce. And it keeps getting hotter and hotter the more you eat. I love spicy food and love sriracha, and I definitely dig this flavor, but it still was my second favorite of the three.

Lay’s Chicken & Waffles (submitted by Christina Abu-Judom of Phoenix, Arizona) was the flavor I wanted to try the most, and it wound up being the one I liked the most, and wanted to just keep eating. If you’ve never had chicken and waffles, let me tell you you are missing out on one of the culinary world’s greatest gifts to our palates. The combination of crispy, juicy fried chicken with a light and fluffy waffle, both drenched in maple syrup, has my mouth watering as I type. And these chips had those notes–maple sweetness, followed by a faint savory chicken flavor. It was like a Chicken in a Biskit cracker dipped in maple syrup. Okay, where are my chips? Now I’m hungry for more.

For more information, please visit the Do Us a Flavor website, which also gives options to vote for your favorite, such as on Facebook. As for where to find the flavors, I’ve seen them in various stores, so you should be able to locate the chips easily as well….or you can use their handy store locator. So what are you waiting for? Do the fine folks at Frito-Lay a flavor!

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