Just when you think you’ve seen it all, Lay’s announces a Chocolate dipped chip for a limited time.
In a limited time offering, Lay’s is expected to announce its plans for the chocolate covered potato chip that is scheduled to last from Halloween to New Year’s only at Target stores.
Lay’s Wavy dipped in chocolate will cost $3.49 for a 5-ounce bag and is just the latest in sweet and salty products that have come out in the past few years. The chocolate-covered chip also ties in with a flood of seasonal, limited-time-only snacks that increasingly hit the market between Halloween and New Year’s, reports USA Today. And both trends tie in to a third even larger trend: the overall increase in snacking. Some 43% of consumers now snack three to four times daily vs. 24% in 2009, according to Symphony IRI, the research specialist.
While the chocolate-dipped chips will be sold only at Target stores with a small initial test through the holiday’s, if the chip is a major hit, it could ultimately become permanent, says Ram Krishnan, vice president of marketing at Frito-Lay.
“Flavors are getting more sophisticated and complex,” says Tom Vierhile, innovation insights director at DataMonitor, the consumer products research firm. “We are seeing more products that may pair traditional flavor opposites” like sweet and salty, he says.
“When you try something drastically different, you have to walk before you can run,” says Krishnan tells USA Today. “We wanted to test our way through this before we go big.”
Other companines already have chocolate-dipped chips on the market. Besides their Rold Gold pretzels dipped in chocolate, mixing chocolate and salty snacks is new for Lay’s. If consumers buy it, says Krishnan, “it gives us latitude to offer other flavor combinations that we’ve never done.” Among them, he says, would be dark chocolate, white chocolate and even peppermint.
For Lay’s, the growing desire for sweet and salty “opens a world of possibilities that we haven’t explored before,” says Krishnan.
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