New Line of Frito-Lay Snack Chips Brings Distinct Flavors to Store Shelves

March 16, 2006

Introducing New Lay's Senstations Potato Chips Aand Tostitos Sensations Tortilla Chips


PLANO, Texas – Frito-Lay today announced the launch of a new line of snack chips called Lay’s Sensations and Tostitos Sensations. The new chips are available in four distinct flavors, giving a new taste to the traditional flavors of the company’s popular line of potato chips and tortilla chips. Lay’s Sensations potato chips and Tostitos Sensations tortilla chips, appealing to the growing trend among consumers looking for new and different flavors experiences, will be available nationally in March.

“Today’s consumers crave special and distinct flavors giving us the opportunity to marry new, gourmet seasoning combinations and our most popular snacks,” said Lora DeVuono, group vice president, brand marketing and advertising, Frito-Lay North America. “Lay’s Sensations and Tostitos Sensations chips have a unique mouth-watering taste and texture people look for in a great snack.”

Lay’s Sensations potato chips will be available in Lime & Cracked Black Pepper flavor, a savory blend of citrus and bold pepper flavors, and Sweet Chili & Sour Cream flavor, a mix of “sweet heat” and the smooth taste of sour cream. The two new flavors of Lay’s Sensations are kettle-cooked giving the potato chips a great crunch and texture to complement the new taste. Lay’s Sensations potato chips will be cooked in 100% pure sunflower oil resulting in lower saturated fat per serving (1 gram or less) when compared to potato chips cooked in other types of oil, and zero grams of trans fat.

The recipe for Tostitos Sensations Red Chile & Lime with Crushed Red Pepper flavored tortilla chips combines the bold flavors of red chili and red pepper with the cooling citrus taste of lime. Tostitos Sensations Southwestern Ranch with Black Peppercorn flavored tortilla chips combines a blend of creamy ranch and cumin with real bits black peppercorns. While developed to taste great on their own, the new flavors of Tostitos Sensations tortilla chips also complement a variety of dips and salsa as well. Tostitos Sensations tortilla chips are cooked in 100% pure corn oil and have zero grams trans fat.

Lay’s Sensations potato chips will be available nationally in a 6 oz. package and Tostitos Sensations tortilla chips will be available nationally in a 7 oz. package, each priced at $2.49.

Lay’s Sensations and Tostitos Sensations brands will be supported with in-store point-of-sale and endcap displays, as well as placement in the traditional snack aisle. A national coupon effort and print advertising campaign will also highlight the product's launch.

Frito-Lay North America is the $10 billion convenient foods division of PepsiCo, which is headquartered in Purchase, NY. In addition to Frito-Lay, PepsiCo divisions include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana.