Lay’s Takes Its Crispy Taco Flavor Nationwide in Partnership with Lionel Messi

Lay’s ‘Flavor That Hits Home’ campaign earlier this year highlights the different and cherished flavors from various regions in the U.S. During the launch, three fan-favorite chips are sold in specific areas. Fried Pickles with Ranch are the staples of the South and Midwest, as are BLT Sandwiches on the East Coast and Crispy Tacos on the West Coast.

The chips were only available at nationwide retailers until now, even though fans could order these flavors from Snacks.com if they resided outside their designated regions. Lay’s is excited to announce the arrival of its Crispy Taco flavor to stores across the country, thanks to a partnership with soccer legend Lionel Messi.

Initially introduced in 2017, Lay’s Crispy Taco became a sensation after winning the ‘Do Us a Flavor’ competition. This chip, which is only available for a limited time, transforms a hard-shell taco into a crispy, savory potato chip. Taco lovers won’t be able to resist each bite with hints of ground beef, sour cream, lettuce, cheese, and tomato.

In celebration of the Leagues Cup, Lay’s is launching Crispy Taco chips in a unique limited-edition bag featuring Messi’s face. This packaging, exclusive to Kroger, will be available at stores nationwide until supplies last. Including Kroger-owned chains such as Ralphs, Dillons, Fred Meyer, Harris Teeter, and others makes it easier for fans to get this beloved flavor.

Messi’s presence in a new Lay’s’ commercial in April 2024 added to the excitement, blending his love for the game with Lay’s famous taste. The ad puts a flavorful twist on the famous ‘Olé, Olé, Olé, Olé’ chant, transforming it into ‘Oh-Lay’s, Oh-Lay’s, Oh-Lay’s, Oh-Lay’s, Oh-Lay’s, Oh-Lay’s,’ a nod to the undisputed connection between Lay’s and soccer. Messi’s enthusiasm in the commercial inspires soccer fans worldwide to celebrate the game with Lay’s in hand.

“When it comes to the perfect blend of skill and flavor, few can match the iconic taste of Lay’s chips or the mastery of Messi on the field, so we knew we had to bring the chip icons together to recognize their greatness,” said Tina Mahal, senior vice president of marketing at PepsiCo Foods North America. “With the introduction of ‘Oh-Lay’s,’ we’re thrilled to continue our commitment to spark moments of joy for soccer fans everywhere, reminding them that there’s no better snack for watching soccer than Lay’s potato chips.”

The nationwide release of Lay’s Crispy Taco flavor and the excitement surrounding Messi’s involvement has created a buzz. Lay’s has again proven its ability to hit the right flavor note, bringing together fans of chips and soccer. Whether you’re passionate about soccer or enjoy a great snack, Lay’s Crispy Taco is a must-try this season.