Meet the $1 Million Flavor: Lay’s Bacon Grilled Cheese Chips Hit Stores

After months of voting, crunching, and anticipation, Lay's has officially announced the winner of its fan fueled "Do Us a Flavor" contest. What's the chip that snagged the $1 million prize, you ask?

Bacon Grilled Cheese: comfort food classic in chip form created by Paula George from North Carolina.

This savory new flavor beat out thousands of submissions from across the U.S. in Lay's high-stakes flavor competition. Miss George not only won eternal fame in the snack aisle but possibly early retirement with the million-dollar grand prize.

The announcement came this week via a national press release and across Lay's official social media channels. It marks the culmination of the latest edition of the popular campaign, which challenges everyday consumers to invent bold new flavors for America's favorite potato chip.

How Bacon Grilled Cheese Won America's Taste Buds

Lay's "Do Us a Flavor" contest has long been a way for fans to get creative with their cravings. And this year, Paula's nostalgic take on the classic American comfort food clearly resonated.

Her flavor concept combines the smoky richness of bacon with the buttery, melty goodness of grilled cheese reimagined in crispy chip form. According to Lay's product team, the chips were developed to mimic not just the flavor but also the warm, savory aroma of the sandwich. Testers say the chip packs "a crave-able punch" with a strong initial bacon hit, followed by creamy, tangy cheese notes and a toasted finish.

The company noted that the judging process involved blind taste tests, social media polling, and regional sales testing. Paula's flavor quickly rose to the top, outpacing finalists that included "Spicy Dill Ranch," "Truffle Mac & Cheese," and "Buffalo Lemon Pepper."

Paula George: The Million-Dollar Flavor Maker

Submitted by Paula George of Sapulpa, Oklahoma, the Bacon Grilled Cheese chip is more than a flavor; it’s a tribute. Inspired by her late father’s signature sandwich, Paula crafted a savory, nostalgic blend:

“It combines two of everyone’s favorites—bacon and grilled cheese,” Lay’s writes on its official site. “George hopes the flavor will bring fans a similar memory of a delicious favorite meal, enjoyed on the cheesy crunch of a Lay’s potato chip.”

After beating out thousands of creative entries, she walked away with a $1 million prize and a legacy snack that honors her dad’s memory.

When (and Where) You Can Find the New Chips

Lay's Bacon Grilled Cheese flavor is available starting this week at major retailers across the U.S., including Walmart, Target, Kroger, and select convenience stores. It will be sold in regular, kettle-cooked, and party-size bags, with a limited release expected to run through the summer.

Lay's has hinted that strong consumer demand could turn the limited release into a permanent flavor, as has happened with past fan favorites like Cheesy Garlic Bread and Southern Biscuits & Gravy.

A Flavor Contest With Real Bite

Lay's "Do Us a Flavor" contest has become something of a pop culture event since its debut in 2013. With past winners ranging from "Wasabi Ginger" to "Crispy Taco," the contest taps into the growing appetite for crowdsourced innovation and regional taste trends.

It's also a massive marketing win. According to Frito-Lay, the contest typically draws over a million entries, with finalists seeing spikes in both chip sales and social media engagement. For consumers, it's a chance to transition from a snack aisle shopper to a flavor analyst.

This year's campaign leaned heavily on TikTok and Instagram, with Lay's encouraging users to submit video pitches and vote on finalists using custom filters and AR experiences. The flavor reveal video has already topped 5 million views across platforms.

What's Next for Lay's? Possibly More Fan-Created Snacks

With the Bacon Grilled Cheese flavor already generating buzz online and strong early sales, Lay's has suggested that it may soon expand the contest to other snack categories, such as Doritos, Cheetos, or even dips.

In the meantime, Paula George's winning chip is set to enjoy its moment in the spotlight and in lunchboxes across the country.

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