Lay's potato chips logo in the center with potato chips, green chili slices, green onion slices, and cheese pieces arranged around it on a yellow background.

Reasserting Flavor Leadership

We partnered with Frito-Lay to reassert Lay’s creds in category leading flavor.

Capabilities

INSIGHTS

PLATFORM DEVELOPMENT

IDEATION

CONCEPT DEVELOPMENT

DESIGN STRATEGY

PACKAGE DESIGN

PHOTOGRAPHY

Three bags of Lay's flavored potato chips standing side by side on a yellow surface with a yellow background. The first bag is Valentina Lime flavor, red packaging with a Lime image, the second is Bacon Grilled Cheese flavor, yellow packaging with bacon and cheese images, and the third is Korean-Style Fried Chicken flavor, pink packaging with fried chicken and snack images.
Three bags of Lay's potato chips in green, red, and blue packaging, featuring different flavors: Brazilian Picanha, Chinese Sichuan Chicken, and Greek Wavy Tzatziki, with images of the flavored chips and related foods on each bag.
Packaged Lay's snack chips with assorted flavors including Brats n Beer, Kettle Cooked Wasabi Ginger, Wavy Mango Tango, and Cappuccino, shown with corresponding food items.

Challenge

Lay's is the quintessential potato chip and the U.S. market leader. Long synonymous with flavor, reinforced through iconic campaigns like Do Us a Flavor, Lay's wanted to maintain its leadership as the category exploded with new flavors and premium offerings. Having recently refreshed the brand positioning, Lay's sought a corresponding flavor strategy for both its Classic and Kettle Cooked portfolios that would keep the brand at the forefront of flavor innovation.

Action Taken

DuPuis has partnered with Lay’s since the early years of the iconic Do Us a Flavor program, helping bring bold, consumer inspired flavors to life through packaging design and photography. Our work across Lay’s Classic and Kettle Cooked led to a broader role in flavor innovation strategy and pipeline development.

Partnering with Frito Lay, we developed a three year innovation pipeline that balanced core favorites with limited time offerings. Through consumer research, trend analysis, and a cross functional CampFire ideation session, we identified and developed new flavor platforms that were refined and validated through quantitative research.

The result was a flavor strategy roadmap with prioritized 52 week and limited time offerings for both Lay’s Classic and Lay’s Wavy.

Results

Three new flavors launched in May 2025.

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