Doritos Brings Fans MADDEN NFL-Inspired Flavored Chips

July 23, 2010

Two New Tastes – Stadium Nacho and Tailgater BBQ – Hit Stores Nationwide

PLANO, Texas – – It began by giving consumers an unprecedented opportunity to choose who they wanted as the Madden NFL 11 cover athlete. Now, as gaming and sports fans alike wait in anticipation for the release of Madden NFL 11 on August 10, Doritos tortilla chips – the bold, intense snack brand within PepsiCo’s Frito-Lay division – is unleashing two new limited-edition flavors inspired by the legendary video game franchise – Stadium Nacho and Tailgater BBQ.

“When we invited Doritos lovers to choose this year’s Madden NFL cover athlete, the response was overwhelming,” said Rudy Wilson, vice president, marketing, Frito-Lay. “Now, with the release of Madden NFL 11 just around the corner, we wanted to give fans a new snack to enjoy that pairs perfectly with the franchise. From football themes to the bold, intense tastes, we’re bringing fans new flavors that enhance their experiences while gaming and on game days.”

The special Madden-inspired Doritos were developed using Frito-Lay’s cutting-edge FlavorPlus technology, which replicates the timing of how a flavor is released during consumption – from the smell and taste all the way to the texture – to deliver a truly authentic flavor experience. For consumers, it means each time they open a bag of new Stadium Nacho or Tailgater BBQ Doritos chips, they’ll enjoy powerful flavors that remind them of game day and unique aromas that will take them right onto the field.

Continuing its commitment to gaming fans, Doritos is also offering an exclusive chance to collect Madden Ultimate Team packs and coveted player cards with every Stadium Nacho and Tailgater BBQ bag purchase. For a limited time, consumers can redeem on-bag codes for online Madden Ultimate Team rewards and Madden NFL 11 prizes. Madden Ultimate Team combines the best aspects of Madden NFL 11 gameplay, card collecting and fantasy football, allowing fans to put their personally crafted teams up against the rest of the online world.

Stadium Nacho and Tailgater BBQ are an extension of the Doritos “Change the Game” doritoschangethegame.com partnership with Electronic Arts. Doritos “Change the Game” allowed fans for the first time ever to pick the cover athlete of a Madden NFL game, for Madden NFL 11. From February 4 - March 15, 2010, fans voted online, with New Orleans Saints quarterback Drew Brees winning the coveted cover athlete honor.

“The partnership between EA SPORTS and Doritos has granted fans the opportunity to influence the Madden NFL franchise like never before,” said Christopher Erb, Senior Director of Partnership Marketing for EA SPORTS. “We are proud to continue this partnership with Doritos’ new Madden NFL inspired flavors just in time for the launch of the game on August 10th.”

The limited-edition Stadium Nacho Doritos and Tailgater BBQ Doritos are available nationwide in the following sizes, 11.5 ounces for $3.99, 2.875 ounces for $1.29 and 2.125 ounces for $.99.

About Frito-Lay

Doritos tortilla chips is one of the many brands that make up Frito-Lay North America, the $13 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY. Learn more about Frito-Lay at the corporate Web site, fritolay.com, the Snack Chat blog, snacks.com and on Twitter at twitter.com/fritolay.

PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit pepsico.com.

About Electronic Arts

Electronic Arts Inc. (EA), headquartered in Redwood City, California, is a leading global interactive entertainment software company. Founded in 1982, the Company develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, wireless devices and the Internet. Electronic Arts markets its products under four brand names: EA SPORTSTM, EATM, EA MobileTM and POGOTM. In fiscal 2010, EA posted GAAP net revenue of $3.7 billion and had 27 titles that sold more than one million units. EA's homepage and online game site is ea.com. More information about EA's products and full text of press releases can be found on the Internet at info.ea.com.

EA SPORTS™ is one of the leading sports entertainment brands in the world, with top-selling videogame franchises, award-winning interactive technology, global videogame competitions and breakthrough digital experiences. EA SPORTS delivers personal access to the emotion of sports through industry-leading sports simulation videogames, including Madden NFL football, FIFA Soccer, NHL® hockey, NBA ELITE basketball, NCAA® Football, Fight Night boxing, EA SPORTS MMA, Tiger Woods PGA TOUR® golf, and EA SPORTS Active.

EA, EA SPORTS, EA Mobile, POGO and EA SPORTS Active are trademarks or registered trademarks of Electronic Arts Inc. in the U.S. and/or other countries. John Madden and NFL are trademarks of their respective owners and used with permission.

© 2010 NFL Properties LLC. Team names/logos/indicia are trademarks of the teams indicated. All other NFL-related trademarks are trademarks of the National Football League.