Frito-Lay Launches Regional Chips

From fried pickle potato chips to lobster roll chips, Frito-Lay will soon introduce eight region-themed chip flavors.

July 20, 2018

FRISCO, Texas – Frito-Lay will soon debut eight new flavors based on different regions of the United States, USA Today reports. The Tastes of America flavored chip line showcases crab spice, Cajun spice, chile con queso, Thai sweet chili, pimento cheese, lobster roll, deep dish pizza and fried pickles with ranch.

The chips were developed with input from customers across the regions, according to Tina Mahal, senior director of marketing at Frito-Lay. “This is just a part of our DNA now, listening to consumers,” she said. “What we did was tap into those places that had the inspiration that popped the most.”

But consumers won’t be able to buy all eight flavors across the United States, as Frito-Lay is only marketing specific regional flavors in its relevant area. “People feel a deep connection to home,” said Mahal. “They also feel that they want their brands to understand them.”

Here is Frito-Lay’s Taste of America summer lineup by region and availability:

1. Cajun Spice (Central Gulf): Will debut at the Louisiana Shrimp and Petroleum Festival in Morgan City, La., August 31 to September 2.

2. Chile Con Queso (Texoma, Mountain, Southern California): Will launch at the Houston Food Fest on August 18.

3. Crab Spice (Mid-Atlantic): Will be available starting August 18 during the Chesapeake Crab and Beer Festival in National Harbor, Md.

4. Deep Dish Pizza (Mid-America): Will begin to be offered on August 11 at Chicago’s Navy Pier.

5. Fried Pickles with Ranch (Midwest): Will be unveiled August 16 to 18 at the Missouri State Fair in Sedalia, Mo.

6. Lobster Roll (Northeast): Will launch next month at the Maine Lobster Festival in Rockland, Maine.

7. Pimento Cheese (Southeast): Will be introduced during the Shrimp and Grits Festival at Jeckyll Island, Ga., September 14 to 16.

8. Thai Sweet Chili (Pacific Northwest): Will be available at Bite of Seattle from today through July 22.

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