With flavor exploration on the rise, this year, the Lay's brand is asking Americans to unleash the power of their palates, put their taste buds to the test and help choose between four all-new potato chip flavors and the classic ones they know and love.

According to Jennifer Saenz, vice president of marketing and innovation at Frito-Lay, the top flavor trends for 2016 will focus on spices, cheese, and herbs:

Spices from all around the world continue to grow in popularity in American dishes and flavors.

Heading into 2016, these exotic flavors will stem from Indian and Japanese influences.

American staples will get an extra notch of flavor through the rising popularity of specialty cheeses like gouda and gorgonzola.

The big twist on herbs next year will be using floral flavors, such as hibiscus, elderflower and lavender.

"Our fans keep us on the pulse of flavor exploration. 'Do Us A Flavor' showed us consumers want to be surprised with new and unconventional flavors – but we also recognize they love the tried and true classic Lay's flavors," said Saenz. "That's why we're asking them what to keep and what to lose."

The "Flavor Swap"

Americans can help shape the new Lay's potato chips portfolio with the new "Flavor Swap" program, which asks chip lovers to vote for four classic flavors or four new chip flavors.

Beginning February 8, fans can vote for their favorite flavor in each of the four "Flavor Swap" pairings, and enter a $1,000 daily give away. One lucky fan will win a $250,000 cash prize for simply placing his or her vote. Consumers looking to cast their votes and enter for a chance to win can visit FlavorSwap.com to select their favorite flavor in each of the four categories including:

  • Heat Flavor Swap: Lay's Flamin' Hot vs. all-new Lay's Fiery Roasted Habanero
  • Cheese Flavor Swap: Lay's Cheddar & Sour Cream vs. all-new Lay's Smoked Gouda & Chive
  • Barbecue Flavor Swap: Lay's Honey Barbecue vs. all-new Lay's Korean Barbecue
  • Spice Flavor Swap: Lay's Kettle Cooked Sea Salt & Cracked Pepper vs. all-new Lay's Kettle Cooked Olive Oil & Herbs