Lay’s is going local. The Plano-based brand from PepsiCo’s Frito-Lay division is releasing the most chip flavors that the brand has ever introduced at one time. It’s part of the brand’s new “Tastes of America” program.
Lay’s is introducing eight new regionally-inspired flavors that represent distinctive tastes from across the country. In just a few bites, flavor fans can travel coast-to-coastsampling Fried Pickles with Ranch in the Midwest, Cajun Spice in the Central Gulf and Chili Queso in the Southwest.
Lay’s will embark on a Tastes of America tour where Lay’s will be popping up at hometown food festivals across the country with their flavorful concoctions. Lay’s has enlisted the help of award-winning Internet personality, comedian, bestselling author and food enthusiast, Hannah Hartto who will make special appearances throughout the tour. As the star of the Food Network series, I Hart Food, Hart went on a culinary road trip in search of the best dishes from coast to coast and has seen firsthand how important local flavor is to Americans.
“I have had the privilege of being able to travel coast-to-coast in search of the best local dishes, and that experience has proven to me how important local flavor is to Americans” said Hart. “That’s why I’m excited to partner with Lay’s to celebrate the tastes that make each region of the country so unique. I’ve seen firsthand how proud people can be of their hometown ingredients that have been used for generations – and I’m looking forward to hit the road with Lay’s to connect with locals firsthand and celebrate their flavors!”
“Lay’s knows how significant local cuisine is to Americans,” said Sarah Guzman, senior director of marketing, Lay’s. “From Fried Pickles with Ranch in the Midwest, to Deep Dish Pizza in the Heartland or Cajun Spice in the Central Gulf, we wanted to honor the beloved flavors that remind our fans of home by making ‘Tastes of America’ our biggest flavor launch yet. We couldn’t think of a better time of year to bring these flavors to our fans because between barbeques, food festivals and outdoor fun, summertime truly is the most flavorful time of year.”
The eight regional flavors, all featured in a kick-off video on Hart’s YouTube channel, are:
• Cajun Spice (Central Gulf): Prominently featured across beloved dishes like Jambalaya and Blackened Cajun Chicken, this Gulf Coast iconic flavor includes a mix of garlic, paprika, onion and oregano. The flavor celebration will take place at the Louisiana Shrimp & Petroleum Festival in Morgan City, Louisiana, from August 31 – September 2.
• Chile Con Queso (Texoma, Mountain, SoCal): Inspired by a Southwest favorite, this flavor infuses the legendary Tex-Mex taste of velvety cheddar queso with a dash of spice. The flavor celebration will take place at the Houston Food Fest on August 18.
• Chesapeake Bay Crab Spice (Mid-Atlantic): Inspired by crab shacks along the Atlantic, this flavor is a taste of the Bay with custom-blended spices ready to savor. The flavor celebration will take place at Chesapeake Crab & Beer Festival in National Harbor, Maryland, on August 18.
• Deep Dish Pizza (Heartland & Mid-America): A taste of the iconic stuffed deep-dish pizza inspired by the famous Giordano’s pizza recipe. The flavor celebration will take place at Navy Pier in Chicago, on Aug. 11.
• Fried Pickles with Ranch (Midwest): A deep-fried favorite at Midwest state fairs, you can’t pass up the opportunity to try this fair food fav. The flavor celebration will take place at Missouri State Fair in Sedalia, Missouri., from Aug. 16 – 18.
• New England Lobster Roll (Northeast): Inspired by the lobster shacks of the Northeast, fans can now get the flavor of fresh lobster served on a buttery grilled roll. The flavor celebration will take place at Maine Lobster Festival in Rockland, Maine, Aug. 1-5.
• Pimento Cheese (Southeast): Inspired by Sunday socials and Southern charm, this flavor is a taste of creamy sharp cheddar with a hint of cayenne pepper. The flavor celebration will take place at Shrimp & Grits Festival at Jeckyll Island, Georgia., from Sept. 14 – 16.
• Thai Sweet Chili (Pacific Northwest): The food truck scene of the Pacific Northwest inspired this flavor, boasting the delicious blend of sweet chili sauce with a hint of heat. The flavor celebration will take place at Bite of Seattle from July 20 – 22.
In addition to the eight new regional flavors, Lay’s is bringing back regional favorites from past programs, including 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. Each of the eight regional flavors will be available at retail stores in their respective market beginning July 30 through Sept. 23. Want to get all eight flavors without driving across country? Starting July 30, a Variety Pack with the full collection will be available to purchase at www.Lays.com.