Snacks & Candy

Frito-Lay Sets Consumers Up With World Cup Assist

3 new Lay’s chips feature chili, jalapeno and street taco flavors
Lay's FIFA Flavors
Photograph courtesy of Frito-Lay

PLANO, Texas — Frito-Lay introduced three limited-time International Federation of Association Football (FIFA) World Cup-inspired chip flavors: Lay’s Adobadas, Lay’s Bacon Wrapped Jalapeno Popper and Lay’s Wavy Carnitas Street Tacos.

“Soccer is the fastest growing sport in North America, and with snacking so intrinsically tied to the at-home viewing experience, now is the perfect moment to enter the game and offer our consumers new ways to heighten their FIFA World Cup experience,” said Tina Mahal, senior vice president of marketing, Frito-Lay North America.

Lay's Adobadas combines chili, tomato and lime and is available in 7.75-ounce bags for $4.59 and 2.625-ounce bags for $2.29.

Lay's Bacon Wrapped Jalapeno Popper combines jalapeno and barbeque. It is available in 7.75-ounce bags for $4.59 and 2.625-ounce bags for $2.29.

Lay's Wavy Carnitas Street Tacos features a taco-style pork carnitas flavor and is available in 7.5-ounce bags for $4.59.

Frito-Lay also launched an interactive online fan experience for consumers to have the chance to win soccer-inspired merchandise and prizes, including a trip to the FIFA World Cup 2022 final. Consumers who purchase a Frito-Lay product with specially marked FIFA World Cup packaging can scan the QR code to join the Pass the Ball Challenge.

The faces of those who enter will be featured on a digital soccer ball, uniting fans as they cheer on their respective teams during the FIFA World Cup. Users can click on the different images within the digital ball to see which team others are rooting for. The first 350,000 individuals to register will receive an NFT with their image on it.

Every day, there will be a new game on the platform for a chance to win prizes. Frito-Lay teamed up with Adidas, giving fans the chance to win soccer swag in addition to Lay's, Cheetos and Doritos apparel.

Plano, Texas-based Frito-Lay North America Brands is a division of PepsiCo., Purchase, N.Y., which also makes brands including bubly, Gatorade, Pepsi, Lipton, Mtn Dew, Propel, Quaker and more.

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