Plano, Texas-based Ruffles and basketball 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 and Sour Cream Flavored Potato Chips.
The mashup combines Cheddar and Sour Cream, the brand’s most popular flavor, and a touch of heat from the Flamin’ Hot brand. The new flavor launch follows James’ Ruffles DNA 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,” James said. “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 DNA 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.
Ruffles encourages individuals across the country who are owning their ridges 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, SVP of marketing for 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.”
Ruffles Flamin’ Hot Cheddar and Sour Cream will be available nationwide starting this month, joining Jayson Tatum’s Ruffles Flamin’ Hot BBQ flavor and Ruffles Lime and Jalapeño flavor. The product is available in 8.5-oz. bags for $4.79 and 2.5-oz. bags for $1.99.
Ruffles is one of the many Frito-Lay North America brands – the $17 billion convenient foods division of PepsiCo Inc.
For more information, visit fritolay.com.
