Lay's Flamin' Hot Dill Pickle Chips Are Back … for Good
Originally introduced as a limited-time-only flavor in March, the chips were a hit with hot-and-sour-loving snackers.
Sometimes temporary things become permanent – in a surprisingly good way. Lay's Flamin' Hot Dill Pickle-Flavored Chips, which debuted in March as a limited-edition chip, are now here to stay.
The mashup of Lay’s Flamin’ Hot and Dill Pickle flavored chips were originally introduced as part of the snack brand’s “Turn Up the Flavor” campaign, in which it teamed up with singer-songwriter Bebe Rexha to release a trio of “delicious limited-time flavors inspired by three beloved music genres – Pop, Hip Hop and Rock.”
Lay's Wavy Electric Lime and Sea Salt was meant to evoke pop music; Lay's Kettle Cooked Classic Beer Cheese, rock. And Lay’s Flamin’ Hot Dill Pickle? Well, that was hip-hop all the way.
“There's no arguing that if Hip Hop was a flavor, it would be Flamin' Hot!” the company declared in February, when the flavor was announced.
The Flamin’ Hot Dill Pickle flavor was an instant hit. With snackers gushing that the chips were “awesome” and a “new favorite,” and that it was “#loveatfirstbite.”
“I have to say that I absolutely love the #FlaminHotDillPickle @LAYS chips!” wrote one woman in March, adding, presciently, “Hoping they will be around for awhile!”
So Lay’s decided not to call the hip-hop-inspired flavor a wrap (better to say … a rap?) when the “flavor-meets-music” promotion was over in April. The company reintroduced the chip this week in a new purple bag, offering a sneak peak at a new package design it will roll out to other chip flavors later this month.
"We know Flamin' Hot is an undisputed crowd pleaser for those that love spice, but tangy flavors are also on the rise," Katie Ceclan, senior director of marketing for Frito-Lay North America, told the industry news site BakeryandSnacks. "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."
The chips’ fans were grateful. “Thank you @LAYS for bringing back the #flaminhotdillpickle chips!” tweeted one. “#bestchipsever”
Gotta love a polite hot-pickle-chip fan.