They've done this contest for three years or so now, with some hits and some big misses.
One of their first trios included sriracha, cheesy garlic bread and chicken & waffles. The first two weren't too shabby and pretty true to their inspiration. However, the chicken and waffles chips made me realize that sometimes imitation is not the sincerest form of flatter, but just downright weird. They were too realisitic and my brain couldn't process a thin slice of potato tasting like maple syrup, much less fried chicken.
Last year, they upped the weird factor by introducing us to bacon mac 'n' cheese (which tasted just like gas station Hot Fries!), mango salsa (I despise mangoes), wasabi ginger, and cappuccino chips. I was underwhelmed and kinda grossed out by that group.
While I questioned their judgement last year, I must admit the process is interesting and they are able to produce on-point flavors that accurately represent the inspirations (however misdirected). And they made an exciting update to put texture into play, too. You can submit your flavor with a "chip style" -kettle cooked, wavy or traditional - that I find to be a big influence on the success of the chip. For example, cappuccino chips shouldn't be wavy, because what on God's green Earth would you dip that in? But waves are a perfect fit for a salsa-flavored chip; the pairing with guac is obvious!
Lay's has just released their newest quartet of contenders and we bought three of the four flavors this weekend. The 2015 Do Us a Flavor nominees are wavy West Coast Truffle Fries, Southern Biscuits and Gravy, kettle cooked Greektown Gyro, and New York Reuben. We picked up the Truffle, Gyro and Reuben chips at our local Ingles Market (on sale!); they are supposed to be available nationwide within the month.
Prior to Lay's release of 2015 flavors, we found a bag of Larry the Cable Guy biscuits and gravy chips at Big Lots (artisinal grocery it's not) for less than $2. Enjoying our youthful sense of immortality, we bought a bag. They were disturbingly realistic and tasted like fresh sausage and creamy, peppery gravy... and that made me very uncomfortable. Maybe I take issue with the re-imaginging of Southern staples, but I just can't wrap my head around a porky potato. Needlesss to say, we skipped the Lay's version. Let's assume it's lovely and true to breakfast...but spare me.
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| Only a hit in the midwest? Data from 8.3.15 on www.dousaflavor.com |
Here's our review of the other three flavors. Like any good girl of Irish descent, I do have a specific rubric for my potato products; so we based our judgments on the following criteria: is the flavor a good interpretation of the intended dish; is the flavor enjoyable on its own, unrelated to the original food (would you eat these again regardless of novelty); and how successful is the flavor:"chip style" pairing?
NEW YORK REUBEN (traditionally cut chips)
This was the flavor J was most excited about. After working in a deli for many years, he is a connoisseur or reubens and was very eager to try them. I'm a casual reuben-eater, if for no other reason than my palate is not rye-bread-friendly.
Overall, the flavor is okay, but the purest notes are of rye. So, the one item that I generally substitute on my sandwich is the primary flavor of the chips. But, once I got used to that twangy taste, I could eat these fairly mindlessly and enjoy them. J was anticipating more of a mustard/sauce flavor in addition to the meat and rye, and was pretty disappointed.
I think the flavor is approachable outside of the context of just being a reuben chip and that's helped by the super thin texture that just screams picnic or late night munchies. No frills, just like a basic reuben, but it's hard to knock the novelty kitsch.
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| I've never seen a chart using corned beef-colored graphics. |
GREEKTOWN GYRO (kettle cooked chips)
I wasn't anxious to try these given how poorly I handled the fake-sausage chips. But I think Lay's did a great job compiling all the diverse and complex flavors of a gyro to make a multi-faceted chip. You get a subtle beefy taste - the way barbeque chips taste more like sauce than literal smoked meat; but thankfully, you also get the tzatzki sauce with fresh cucucmber and dill; a little onion and a hint of feta. J put it best saying "these are delicious" and they are probably the best out of the three.
I love the choice of kettle chips for this flavor, too! When I think of gyros, I immediately think of the crispness of the Greek salad stuffed in the pita with the meat. These extra crispy chips are reminiscent of the crunch of the lettuce, onions and cucumbers you find in a quality gyro. They really added authenticity of flavor and dimension by choosing the kettle chips.
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| I'll be casting my vote for this flavor! |
WEST COAST TRUFFLE FRIES (wavy chips)
Because we aren't independently wealthy and maybe because the tv cooking shows we watch belabor how much the oil is overrated, we don't eat many truffle-laden foods. But I anticipated these chips to taste refined, with a light truffle perfume and a subtle flavor. The picture also included melted cheese (Parmesan? Asiago?) and fresh herbs on the potato wedges, so I was looking for bright, clean flavors. These fell short. They were like a delicate version of sour cream and onion chips; maybe chives instead of "onion" and a little more garlic than your plain old sc & o chip. But certainly nothing to write home about. They tasted fine but I hardly find them innovative.
They do work well as a wavy chip because I could see them pairing well with onion dip, or something to impart more bold flavor.
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| Meh. |
The Do Us a Flavor contest is really a fun diversion for summertime snacking. We look forward to seeing what's new and trying the experimental flavors. However, I am a year-round salty snacker. J has a huge sweet tooth, but I crave salty snacks, especially chips. As enjoyable as this is, I'm probably just as happy with a bag of plain rippled chips and french onion dip.
If you are looking for a REAL chip experience with bold, unique flavors and unparalleled quality, head to The Gourmet Chip Company in Asheville, NC. They are a handmade chip (and pressed sandwich) shop in the middle of downtown with the best flavors I've ever found. They'll fix your chips right in front of you with awesome combinations like Belgian dark chocolate and apple-smoked bacon (The Corsican) or sun-dried tomatoes, pecorino romano cheese, fresh basil, sea salt and balsamic vinegar (The Italiano) at reasonable prices. And they have a retail shop with packaged chips, too! It takes a lot of will power for us to not stop here everytime we're nearby (thanks in part to crappy city parking).
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| (foreground) Pressed Cuban sandwich with The Buffalo chips and (background) The Pressed Parisian Melt with The Italiano chips |
Fancy artisinal chip shop or not, I highly suggest venturing outside of your comfort zone with chips. The things you like and dislike, just might surprise you!
