Lay’s to launch eight new potato chips flavours in US

PepsiCo snacks brand Lay’s has announced plans to launch eight new flavours of potato chips in the US market.

The new products are set to be launched as part of the brand’s new ‘Tastes of America’ programme and will feature regionally inspired flavours, which are intended to represent various distinctive tastes from across the country.

Lay’s Marketing senior director Sarah Guzman said: “Lay’s knows how significant local cuisine is to Americans.

“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 honour the beloved flavours that remind our fans of home by making ‘Tastes of America’ our biggest flavour launch yet.

“We couldn’t think of a better time of year to bring these flavours to our fans because between barbeques, food festivals and outdoor fun, summertime truly is the most flavourful time of year.”

The new range of flavours includes Cajun Spice, Chile Con Queso, Chesapeake Bay Crab Spice, Deep Dish Pizza, Fried Pickles with Ranch, New England Lobster Roll, Pimento Cheese and Thai Sweet Chili.

All eight flavours will be available at retail stores in their corresponding markets beginning from 30 July until 23 September.

The snack brand is also planning to bring back regional favourites from past programmes, including Lay’s Wavy West Coast Truffle Fries in the western regions, Lay’s Ketchup in the Northeast and Lay’s Wavy Fried Green Tomato in the south-eastern states.

Additionally, the company intends to introduce a variety pack with the full collection, which will be available on the company’s website from 30 July.