Snacking Gets A Spicy Kick With Two New Tapatio-Flavored Frito-Lay Snacks

  Snacking Gets A Spicy Kick With Two New Tapatio-Flavored Frito-Lay Snacks

Cheetos and Lay's brands partner with popular hot sauce to heat up the snack

PR Newswire

PLANO, Texas, April 3, 2013

PLANO, Texas, April 3, 2013 /PRNewswire/ -- With consumers' love of hot sauce
showing no signs of slowing, PepsiCo's Frito-Lay division has once-again
partnered with one of the most popular hot sauce varieties available – Tapatio
– offering consumers two new ways to enjoy the heat: Lay's Tapatio ^ Limon
flavored potato chips and Cheetos Tapatio flavored snacks. The two new product
offerings join the existing lineup of snacks in the Tapatio ^ and Frito-Lay
brand partnership – Ruffles Tapatio Limon flavored potato chips and Doritos
Tapatio flavored tortilla chips – and now are available at retail locations in
the western and central regions of the U.S.

The hot sauce category continues to experience tremendous growth with sales
increasing by approximately 150 percent over the past decade. [1]Both Lay's
Tapatio Limon flavored potato chips and Cheetos Tapatio flavored snacks
include a unique combination of red chili peppers, spices and a hint of garlic
– the same ingredients used to create the original Tapatio hot sauce recipe.
Lay's Tapatio Limon flavored potato chips bring that flavor up a notch with
the pairing of lime juice for a spicy, tangy twist.

"We know that many of our consumers are already pairing their favorite hot
sauce with their favorite Frito-Lay snacks," said Ram Krishnan, vice
president, marketing, Frito-Lay North America. "Whether consumers are relaxing
at home with Lay's potato chips or hanging out with the family having fun with
Cheetos snacks, we're excited to offer two hot new ways to enjoy great

Tapatio hot sauce was first introduced to consumers in the early 1970s.
Founder Jose-Luis Saavedra, Sr. began by making batches of hot sauce from his
family home and personally delivering bottles of the finished product to local
Los Angeles markets. Tapatio is now a staple in homes and restaurants across
the U.S.

"Tapatio hot sauce and Frito-Lay have a shared passion for bringing great
tasting, high-quality products to our consumers," said Jose-Luis Saavedra,
Sr., founder, Tapatio Hot Sauce. "This partnership allows us to continue to
bring our famous hot sauce to new customers, while providing a fun way for our
existing fans to experience their favorite hot sauce flavors."

New Lay's Tapatio Limon flavored potato chips are available in 2.875 oz. bags
for $1.49, 7 oz. bags for $2.99 and 9.5 oz. bags for $4.29. New Cheetos
Tapatio flavored snacks are available in 1.125 oz. bags for $.50, 3.75 oz.
bags for $1.49 and 9.5 oz. bags for $3.49.

About Frito-Lay North America

Frito-Lay North America is 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 website,, the Snack Chat
blog, and on Twitter at

About PepsiCo

PepsiCo is a global food and beverage leader with net revenues of more than
$65 billion and a product portfolio that includes 22 brands that generate more
than $1 billion each in annual retail sales. Our main businesses – Quaker,
Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable
foods and beverages that are loved throughout the world. PepsiCo's people are
united by our unique commitment to sustainable growth by investing in a
healthier future for people and our planet, which we believe also means a more
successful future for PepsiCo. We call this commitment Performance with
Purpose: PepsiCo's promise to provide a wide range of foods and beverages from
treats to healthy eats; to find innovative ways to minimize our impact on the
environment by conserving energy and water and reducing packaging volume; to
provide a great workplace for our associates; and to respect, support and
invest in the local communities where we operate. For more information,
please visit

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[1] "Top 10 Fastest-Growing Industries" – IBISWorld, 2012

SOURCE Frito-Lay North America

Contact: Alexia Allina, Frito-Lay, +1-972-334-5664,
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