Today’s launch marks the first time the “Do Us A Flavor” contest has been held in the U.S. by Lay’s Potato Chips. The brand searching for a new taste to add to their existing 20 flavors and is looking for help from their consumers which have a chance to win 1$ million in grand prize money or net percent of their flavor’s 2013 net sales (whichever is higher).

Image: Lay’s

For this occasion the Lay’s brand created its first-ever pop-up store in New York City’s Times Square. Here consumers can sample the already existing flavors and Chef Michael Symon and actress Eva Longoria will be there to help out consumers submit their proposals and pick the three finalists flavors. In addition, the two will appear in national television and online advertising, as well as a retail marketing campaign to support the contest. This isn’t the first time the brand is launching this event. New flavors have already been selected in Australia, Belgium, India, Egypt, Serbia, UK and more, ranging from pickled cucumbers to shrimp.

“We’ve created some really great potato chip flavors over the years, but this time around we’re asking our consumers to weigh in and share their ideas for what comes next,” said Ram Krishnan, vice president of marketing, Frito-Lay North America. “With a mix of traditions, cultures and backgrounds, we know our fans have what it takes to come up with a truly winning flavor that will be a delicious treat for fans all across the country. We can’t wait to see what fans come up with and all the creative submissions.”

Fans can submit their suggestions on the brands Facebook page or by using their cell phone to text FLAVOR to CHIPS (24477) *US only. They submit a flavor name, up to three ingredients and a 140-character description for their flavor. The new flavor will be released in may 2013 on Lay’s 75th birthday.

Update: Lays uploaded an advertisement of Michael Symon and Eva Longoria searching for new flavors and inspiration in NYC. Check it out at their Facebook page.