Lay’s has just added a new permanent flavor to its line of potato chips.
The snack brand has recently re-released its Flamin’ Hot Dill Pickle chips, and as of Monday, the tangy, spicy junk food is now a permanent part of Lay’s product offerings.
The returning chips are now packaged in a newly designed purple bag that features images of red chili peppers, pickle slices, and chips engulfed in flames as a creative interpretation of the snack’s spiciness.
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Lay’s Flamin’ Hot Dill Pickle was initially introduced as a limited-time flavor last March as part of the brand’s Turn Up the Flavor program, which rolled out three brand new flavors inspired by the most popular genres of music: pop, rock, and hip-hop.
The Flamin’ Hot Dill Pickle chips were made to copy the “distinct beats and spicy lyrics” of hip-hop, while the two other flavors, Wavy Electric Lime Sea Salt and Kettle Cooked Classic Beer Cheese, were inspired by pop and rock, respectively.
At first, potato chip lovers were having second thoughts about tasting the Flamin’ Hot Dill Pickle chips, but as more and more snackers had the courage to try them out, the unusual flavor quickly became a fan favorite.
In an email to The Dallas Morning News, Katie Ceclan, senior director of marketing for Frito-Lay North America, explained why the snack maker decided to bring back the Flamin’ Hot Dill Pickle chips for good.
“We know Flamin’ Hot is an undisputed crowd-pleaser for those that love spice, but tangy flavors are also on the rise,” said Ceclan. “Fans love the surprising flavor combination of a sour pickle laced with heat, so when it came time to choose a flavor that would turn people’s heads in Lay’s brand-new packaging, Flamin’ Hot Dill Pickle was the clear winner.”