By Christian Smith
In its largest single-day release, Lay's unveiled eight new chip flavors in its "Taste of America" campaign Wednesday, highlighting iconic foods from different regions in the United States.
The new effort features elaborate combinationsーfrom fried pickles with ranch to New England lobster rollsーsomething that may help the company diversify its brand. It wouldn't be the first attemptーin the late 1990s, then-CEO of Frito-Lay's Roger Enrico noticed a deficit with Latino consumers and, in response, gathered a network of Latino employees to revamp certain products.
Discovering new and exciting flavors is also a passion of YouTube star Hannah Hart, host of "I Hart Food"ーwhich is why she is partnering with the campaign.
"It's actually perfectly in line with everything that I do, which is kind of highlighting local," Hart told Cheddar on Wednesday.
The full roster of Lay's flavors includes: Cajun Spice (Central Gulf), Chili Con Queso (Texoma, Mountain, SoCal), Chesapeake Bay Crab Spice (Mid-Atlantic), Deep Dish Pizza (Heartland & Mid-America), Fried Pickles with Ranch (Midwest), New England Lobster Roll (Northeast), Pimento Cheese (Southeast), and Thai Sweet Chili (Pacific Northwest).
The new flavors hit shelves nationwide on July 31.
Each limited-edition snacks will be available in their corresponding region from July 31 to September 23, and all eight regional options will be sold online.
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