Frito-Lay to launch Fifa World Cup-inspired flavours

Frito-Lay, a division of PepsiCo, has announced that it is launching three limited-edition Lay’s flavours ahead of the Fifa World Cup Qatar 2022.

The new flavours include: Lay’s Adobadas, which combines chilli, tomato and lime; Lay’s Bacon Wrapped Jalapeño Popper, a combination of jalapeño and smoky BBQ; and Lay’s Wavy Carnitas Street Tacos, which delivers a taco-style pork carnitas flavour.

Tina Mahal, senior vice president of marketing at Frito-Lay North America, said: “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. As teams from around the world compete in the Fifa World Cup, we wanted to provide a way to connect fans over their love of the game – and love of snacks – to deliver even more smiles throughout the tournament.”

All flavours will be available in retailers nationwide for $4.59 per 7.75oz bag. However, Lay’s Adobadas and Lay’s Bacon Wrapped Jalapeño Popper will also be available in 2.62oz bags for $2.29.