Lay's customers can now get a taste of home through the brand's new chip flavors, including one inspired by the Chesapeake Bay.
Frito-Lay has launched eight new regionally-inspired flavors under its Lay's brand to reflect different tastes from various regions of the United States. One flavor hits close to home for Hampton Roads and the Eastern Shore: Chesapeake Bay Crab Spice.
"This product was inspired by the crab shacks along the Atlantic and was made to be a taste of the Bay with custom-blended spices ready to savor," said Francisco Aguirre, a spokesperson for Frito-Lay.
It will be released at the Chesapeake Crab, Wine and Beer Festival in National Harbor, Maryland on Aug. 18.
For those who can't attend the festival, the crab spice chip will be available starting July 30 and can be ordered online at laystastesofamerica.com. Chips are currently available for pre-order, Aguirre said.
The Tastes of America flavored-chip lineup includes crab spice, cajun spice, chile con queso, deep dish pizza, fried pickles with ranch, lobster roll, pimento cheese and Thai sweet chili.
Each flavor was picked based on consumer feedback in different regions, said Tina Mahal, senior director of marketing at Frito-Lay.
“This just a part of our DNA now, listening to consumers,” Mahal said. “What we did was tap into those places that had the inspiration that popped the most.”
Mahal added that Lay’s took a new approach in offering these selected flavors only in the relevant regions as a part of its efforts to acknowledge consumers and their roots within those areas.
“People feel a deep connection to home,” said Mahal. “They also feel that they want their brands to understand them."
Use the "find snacks in store" feature on Frito-Lay's website to find stores near Salisbury selling the chips once July 30 rolls around.
USA TODAY contributed to this report.
