Crowdsourcing result: Lay's launches four consumer co-created flavours

The results for the 'Give Us Your Dillicious Flavour' that was launched in October 2009 by Frito Lay's have been declared. Four flavours have been shortlisted from around 1.3 million entries from consumers. Each of the entries that got shortlisted get Rs 5 lakh, for their ideas.

Following a three month long campaign, the flavours shortlisted are: Cheesy Mexicana, Tangy Twist, Mastana Mango and Hip Hop Honey & Chilly.

The four flavours will be piloted in the market across India for the next two months with the theme bachega sirf tastiest (survival of the tastiest). The flavour that wins the maximum consumer votes will not only continue to stay in the market as the mega winner, but its ideator would be awarded a grand prize of Rs 50 lakh and 1% of sales revenue.

Mansi Jain from Delhi (a freelancer with BBC World Service Foundation) gave in her innovative Cheesy Mexicana, while Dr. Shipra Samanta's Tangy Twist from Ujjain was also selected. Mumbai’s Sagar Devruhkar came up with Mastana Mango flavour while banker Shouvik Mukherjee of Kolkata thought of Hip Hop Honey & Chilly. The four winners were selected by a panel of judges. The selection of four best flavour was based on flavour practicality, best slogan entry and flavour that fits well with Lay’s brand.

"The overwhelming response to the unique Give Us Your Delicious Flavor campaign has enthused us. It not only is a reaffirmation of consumers’ growing faith in Frito-Lay but also an endorsement of the popularity of Lay’s potato chips. It is this faith that has driven us to constantly innovate ahead of the curve. Using this historic consumer engagement program we wish to take in to account our consumers’ tastes to create new products. I congratulate the four shortlisted c andidates and urge consumers to taste and vote and make their favourite flavour stay," said Deepika Warrier, director - marketing, PepsiCo India (Frito-Lay India division).

Commenting on new flavours, actor and Lay's brand ambassador Saif Ali Khan said, "All four flavours are exceptionally dillicious. I am excited to know which blockbuster flavour finally gets the maximum consumer attention."

Dr T S R Murali, director, R&D Food and Beverages, Pepsico India said, "Judging four out of 1.3 million entries is a colossal task but it doesn't remain so when 1.3 million entries turn out to be as surprising. It is now for the consumers to decide what they like the most out of the four selected ones."

The launch of the four flavours will be supported by a 360 degree communication campaign tagged as 'bachega sirf tastiest' on TV, radio, print, digital, outdoor and cinema. Every hour a consumer gets a chance to win an iPOD. The lucky voter will be selected randomly through a digitized process of selection and disbursement.