Frito-Lay partners with FIFA World Cup with new flavour range

Frito-Lay is introducing three limited-time FIFA World Cup-inspired flavours and launching an interactive online fan experience for consumers to have the chance to win soccer-inspired merchandise and prizes – including a trip to the FIFA World Cup 2022 final.

“Soccer is the fastest growing sport in North America and, with snacking so intrinsically tied to the at-home viewing experience, now is the perfect moment to enter the game and offer our consumers new ways to heighten their FIFA World Cup experience,” said Tina Mahal, senior vice president of marketing, Frito-Lay North America. “As teams from around the world compete in the FIFA World Cup, we wanted to provide a way to connect fans over their love of the game – and love of snacks – to deliver even more smiles throughout the tournament.”
As the first-ever salty-snack brand collaboration in FIFA and FIFA World Cup history, Frito-Lay is providing three new limited-edition Lay’s products featuring FIFA World Cup-inspired flavors.

  • Lay’s Adobadas: combines chili, tomato and lime, embodying the Latino dish
  • Lay’s Bacon Wrapped Jalapeño Popper: inspired by the popular U.S. dish, it is a combination of jalapeno and smoky BBQ
  • Lay’s Wavy Carnitas Street Tacos: taco-style pork carnitas flavour, inspired by the popular Mexican street food

Lay’s Adobadas and Lay’s Bacon Wrapped Jalapeno Popper will be available in 7.75oz bags for $4.59 and 2.625oz bags for $2.29 in retailers nationwide and on, and Lay’s Wavy Carnitas Street Tacos will be available in 7.5oz bags for $4.59 in retailers nationwide. The new flavours will be available for purchase starting this month.

Fans across North America can purchase any Frito-Lay product with specially marked FIFA World Cup packaging and scan the QR code to join the Pass the Ball Challenge. Leveraging innovative user-generated content, fans are invited to register on the platform where their faces will be featured on a giant digital soccer ball, uniting fans as they cheer on their respective teams during the FIFA World Cup. Plus, users can click on the different images within the digital soccer to see which team others are rooting for. The first 350,000 individuals to register will receive a one-of-a-kind NFT with their image on it.

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