In 2013, the Canadian division of Lay's Potato Chips created the "Lay's Do Us A Flavour" contest to generate ideas from consumers for a new chip flavor. The contest was repeated annually, and within two years the company received over two million contest entries from Canadians.
Lay's narrows contest entries to four and each inventor of those four flavors receives $5,000. Those four are produced and sold to the Canadian retail market; consumers can then vote online for their favorite. As of 2015, the contestant whose flavor is voted the winner receives $50,000 and 1 percent of future sales of his flavor potato chip. The 2013 winning flavor was Maple Moose, and in 2014 the winner was Jalepeno Mac N' Cheese.