PLANO, Texas, Jan. 31, 2022 /PRNewswire/ -- In the next
chapter of their multi-year partnership, Ruffles®, the
Official Chip of the NBA, and global icon LeBron James have teamed up for the release of a
new chip flavor and the latest addition to the Flamin' Hot family:
Ruffles Flamin' Hot Cheddar & Sour Cream Flavored Potato Chips.
The all-new mashup combines Cheddar & Sour Cream, the brand's
most popular flavor and James' favorite flavor growing up, with the
perfect amount of heat. Fans of Flamin' Hot know that it's more
than just a flavor – it's an attitude, an edge – that they can
embrace with multiple products, including Ruffles Flamin' Hot,
Ruffles Flamin' Hot BBQ, and now Ruffles Flamin' Hot Cheddar &
Sour Cream.
The new flavor launch follows James' Ruffles D.N.A.
campaign that debuted late last year with a powerful message for
fans to embrace the challenges – or "ridges" – they face in
life.
"As a kid growing up in Akron, I never imagined where I'd be
today, let alone creating a new chip flavor that I know will bring
excitement to fans all over," said James. "It goes to show how
learning to own your ridges can change your life, and I believe
it's so important for future generations to understand and embrace
what makes them different."
Leaning into his experience growing up in a single-parent
household, James was joined in the Ruffles D.N.A. commercial
by four other individuals who owned their ridges and found success
on the other side of life's obstacles to inspire others to do the
same. Fans can now head to OwnYourRidges.com to watch new
videos and learn more about the people featured in the
commercial:
- Sylvester (Sly) Rupert,
Sherman Oaks, Calif.: Sly is a
single father with three young boys and an outstanding example of
someone who stepped up in the face of adversity to serve an active
role filling a void in his young children's lives.
- Justin Bishop, Las Vegas, Nev.: After suddenly losing his
vision when he was 25 years old, Justin never gave up on his
passion for skateboarding. Since then, Justin is proving that
embracing your challenges can help you get one step closer to
landing the trick.
- Greg Reynoso, Oakley, Calif.: Greg experienced the stigma
that comes with re-entering society after a 10-year prison sentence
and used that to keep pushing forward, ultimately leading him to
become the owner and founder of his food truck business called
Taste This Kitchen.
- Jamie Rodriquez, Long Island,
N.Y.: Jamie never let her doubts or disbeliefs of breaking into a
male-dominated industry detract her from achieving her dream of
being a barber. Instead, she has embraced who she is to advance her
creative platform.
With James, Rupert, Bishop, Reynoso and Rodriguez as leading
examples of owning your ridges, Ruffles is eager to hear how
individuals across the country are owning their ridges by inviting
them to join the conversation and post a video on social media with
the hashtag #OwnYourRidges for the chance to have their story
featured on OwnYourRidges.com.
"Our partnership with LeBron is rooted in positively impacting
communities together," said Stacy
Taffet, senior vice president of marketing, Frito-Lay North
America. "The Own Your Ridges campaign serves as an inspirational
platform to elevate and celebrate those owning their ridges for the
world to see, and now we're eager to celebrate you – the
individuals who continue to own their ridges in daily life – as
part of this next chapter."
For more inspiration on how you can own what makes you, you,
visit OwnYourRidges.com.
Product Availability
Fans can also check out Snacks.com for more information on the
product and the chance to pre-order a collectible bag featuring
LeBron James that is only available
on the site while supplies last. Ruffles Flamin' Hot Cheddar
& Sour Cream will be available nationwide starting early
February, joining Jayson Tatum's
Ruffles Flamin' Hot BBQ flavor from February 2021 and Anthony
Davis' Ruffles Lime & Jalapeno flavor from
January 2020 as the latest chip
flavor released by Ruffles and an NBA All-Star. The product is
available in 8.5oz bags for $4.79 and
2.5oz bags for $1.99.
About Ruffles
Ruffles is one of many Frito-Lay North
America brands – the $17 billion convenient foods
division of PepsiCo, Inc. (NASDAQ: PEP), which is
headquartered in Purchase, NY. Follow Ruffles on Twitter,
Instagram, Facebook, YouTube and TikTok. Learn more about
Frito-Lay at the corporate website, http://www.fritolay.com/,
the Snack Chat blog, http://www.snacks.com/ and on
Twitter http://www.twitter.com/fritolay.
About PepsiCo
PepsiCo products are enjoyed by
consumers more than one billion times a day in more than 200
countries and territories around the world. PepsiCo generated
$70 billion in net revenue in 2020,
driven by a complementary beverage and convenient foods portfolio
that includes Lays, Doritos, Cheetos, Gatorade, Pepsi-Cola,
Mountain Dew, Quaker, and SodaStream. PepsiCo's product portfolio
includes a wide range of enjoyable foods and beverages, including
many iconic brands that generate more than $1
billion each in estimated annual retail sales.
Guiding PepsiCo is our vision to Be the Global Leader in
Beverages and Convenient Foods by Winning with PepsiCo Positive
(pep+). pep+ is our strategic end-to-end transformation that puts
sustainability at the center of how we will create value and growth
by operating within planetary boundaries and inspiring positive
change for planet and people. For more information,
visit www.pepsico.com.
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SOURCE Frito-Lay North America