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Lay’s, Bebe Rexha partner on music-inspired chip flavors

BY DSN STAFF

Lay’s is turning up the heat on its chip flavors with the help of singer Bebe Rexha.

Drawing inspiration from the pop, rock, hip hop and rock genres, the brand is letting the music speak for its new chip flavors.

The Plano, Texas-based brand, which is part of PepsiCo’s Frito-Lay division, announced the launch of its new “Turn Up the Flavor” program, and the release of three limited-edition flavors that were inspired by music genres.

Bebe Rexha comes into play by having each of the new flavors unlock one of her new songs.

“Like flavor, music has the power to elicit strong emotions such as joy, passion and nostalgia,” Katie Ceclan, the senior director of marketing at Lay’s, said. “Those emotions can be heightened even further when you pair the right flavor and music together – and that’s exactly what we sought to do with the ‘Turn Up the Flavor’ program. As a brand that loves to delight our fans, we are excited to bring them two things they love – the uniquely delicious flavors of Lay’s and the incredible sound of Bebe Rexha. Our limited-time flavors paired with exclusive, new songs from Bebe each create a customized sensorial experience for our fans to taste, listen and enjoy.”

The limited-edition flavors include:

  • Lay’s Wavy Electric Lime and Sea Salt, which was inspired by the melodies and lyrics of pop music, and contains a tangy flavor;
  • Lay’s Flamin’ Hot and Dill Pickle, which drew inspiration from hip hop, and has rapper and songwriter Saweetie featured on Rexha’s corresponding song; and
  • Lay’s Kettle Cooked Classic Beer Cheese, which was inspired by the feeling of listening to rock music.

“As an artist, I love immersing myself in different music genres because they all make you feel a variety of emotions,” Bebe Rexha said. “You can feel those same emotions when tasting different flavors. That’s why this collaboration with Lay’s felt so right because we’re bringing an awesome blend of music and flavor to our fans — three flavors, three music genres, and three songs that not only taste and sound great, but make you feel really good too.”

On-pack codes on each of the newly launched flavors will unlock one of Rexha’s songs, and enter them in a chance to win music-themed prizes.

Consumers can find the latest launches from Lay’s at retail stores nationwide beginning March 4.

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