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TheStreet Open House

Lay's Brand Names Cheesy Garlic Bread Flavored Potato Chips As 'Do Us A Flavor' Contest Winner; Creator Receives $1 Million Or More In Grand Prize Winnings

Stocks in this article: PEP

"We had so much fun celebrating the three 'Do Us A Flavor' finalists last night – it was a true Hollywood affair," said Eva Longoria. "While I believe all three finalists walked away winners, I am so thrilled for Karen. For those that haven't had a chance to try Lay's Cheesy Garlic Bread, you're in for a treat."

After receiving nearly 3.8 million consumer-generated flavor submissions, a judging panel made up of chefs, foodies and flavor experts, including Longoria, and chef and restaurateur Michael Symon, selected Lay's Cheesy Garlic Bread, Lay's Chicken & Waffles and Lay's Sriracha flavored potato chips as contest finalist flavors. The three finalist flavors were then fully developed by Frito-Lay's culinary experts and brought to store shelves last February. From Feb. 12 to May 4, more than a million consumer votes were cast via Facebook ( www.facebook.com/lays), Twitter and by text, which resulted in Cheesy Garlic Bread being named the winning flavor.

"It has been an incredible journey with millions of fans rallying around this contest to share their passion for great potato chip flavors," said Ram Krishnan, vice president of marketing for Frito-Lay.  "The tremendous excitement and level of engagement our fans have shown around each of our finalist flavors has been truly remarkable. We congratulate Karen on being named our winner."

The two runner-up finalist flavors – Lay's Chicken and Waffles and Lay's Sriracha flavored chips will make an encore appearance on store shelves this summer. The winning flavor – Lay's Cheesy Garlic Bread will remain on store shelves through 2013.

About the Contest

The "Do Us A Flavor" contest has proven to be a successful model for PepsiCo around the world as the contest has been previously held in numerous countries with consumers suggesting millions of potato chip flavors.  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.  This was the first time the "Do Us A Flavor" contest was held in the U.S.

In addition to being part of the judging panel that determined the three finalist flavors, Longoria and Symon also appeared in national television and online advertising, as well as a retail marketing campaign to support the contest.

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