PLANO, Texas -- PepsiCo’s Frito-Lay has launched eight limited-time-only (LTO) potato chip flavors as part of the brand’s Tastes of America tour. The flavors, which will be available at retailers nationwide July 30 through Sept. 23, are inspired from various regions of the country.
"Lay's knows how significant local cuisine is to Americans," said Sarah Guzman, senior director of marketing for Frito-Lay. "We wanted to honor the beloved flavors that remind our fans of home by making Tastes of America our biggest flavor launch yet."
Purchase, N.Y.-based PepsiCo has more than 22 brands that generate more than $1 billion each in annual retail sales. Besides Plano, Texas-based Frito-Lay North America, its main businesses are Pepsi, Quaker, Tropicana and Gatorade.
Frito-Lay is also resurrecting regional favorites such as Lay's Wavy West Coast Truffle Fries in the West, Lay's Ketchup in the Northeast and Lay's Wavy Fried Green Tomato in the Southeast. Consumers can purchase these flavors in variety packs starting July 30 via Frito-Lay’s website.
Frito-Lay will appear at regional food festivals across the country to hold “flavor celebrations” during its Tastes of America tour. The brand will bring Hannah Hart, star of the Food Network series "I Hart Food," on the tour.
The eight new flavors will be featured in a kick-off video on Hart's YouTube channel.
3. Chesapeake Bay Crab Spice (mid-Atlantic)
Frito-Lay’s Chesapeake Bay Crab Spice flavor draws inspiration from crab shacks found in the Mid-Atlantic region and is a “taste of the Bay,” the company said. Its flavor celebration will occur at the Chesapeake Crab & Beer Festival in National Harbor, Md., on Aug. 18.
6. New England Lobster Roll (Northeast)
Northeastern lobster shacks set the standard for Frito-Lay’s New England Lobster Roll chips. The variety offers tastes of “fresh lobster served on a buttery grilled roll,” according to the brand. Its flavor celebration will be at the Maine Lobster Festival in Rockland, Maine, the first five days of August, with Hart appearing on the second.
7. Pimento Cheese (Southeast)
Weekend gatherings in the South modeled this next flavor, which combines the tastes of creamy sharp cheddar with a touch of cayenne pepper, according to Frito-Lay. Its flavor celebration will occur at the Shrimp & Grits Festival in Jekyll Island, Ga., between Sept. 14-16.
8. Thai Sweet Chili (Pacific Northwest)
Asian flavors from the Pacific Northwest’s food truck scene inspired Frito-Lay’s Thai Sweet Chili flavor, which blends sweet chili sauce with a tint of heat. Its flavor celebration will be on July 20 at the Bite of Seattle—with Hart joining that day—and go through the July 22.