Lay's Tapatio

April 3/Plano, Texas -- With consumers' love of hot sauce showing no signs of slowing, PepsiCo's Frito-Lay division has once-again partnered with Tapatio to offer consumers two new ways to enjoy the heat: Lay's Tapatio Limon flavored potato chips and Cheetos Tapatio flavored snacks. The two new product offerings join the existing lineup of snacks in the Tapatio and Frito-Lay brand partnership -- Ruffles Tapatio Limon flavored potato chips and Doritos Tapatio flavored tortilla chips -- and now are available at retail locations in the western and central regions of the U.S.

The hot sauce category continues to experience tremendous growth with sales increasing by approximately 150% over the past decade. Both Lay's Tapatio Limon flavored potato chips and Cheetos Tapatio flavored snacks include a unique combination of red chili peppers, spices and a hint of garlic, the same ingredients used to create the original Tapatio hot sauce recipe. Lay's Tapatio Limon flavored potato chips bring that flavor up a notch with the pairing of lime juice for a spicy, tangy twist.

"We know that many of our consumers are already pairing their favorite hot sauce with their favorite Frito-Lay snacks," said Ram Krishnan, vice president, marketing, Frito-Lay North America. "Whether consumers are relaxing at home with Lay's potato chips or hanging out with the family having fun with Cheetos snacks, we're excited to offer two hot new ways to enjoy great snacking."

"Tapatio hot sauce and Frito-Lay have a shared passion for bringing great tasting, high-quality products to our consumers," said Jose-Luis Saavedra, Sr., founder, Tapatio Hot Sauce. "This partnership allows us to continue to bring our famous hot sauce to new customers, while providing a fun way for our existing fans to experience their favorite hot sauce flavors."

New Lay's Tapatio Limon flavored potato chips are available in 2.875oz. bags for $1.49, 7oz. bags for $2.99 and 9.5oz. bags for $4.29. New Cheetos Tapatio flavored snacks are available in 1.125 oz. bags for $.50, 3.75 oz. bags for $1.49 and 9.5 oz. bags for $3.49.