Ruffles, LeBron James team up on chip flavor launch
Ruffles is continuing its partnership with NBA star LeBron James by announcing the launch of a new chip flavor.
The latest flavor innovation from the Plano, Texas-based company are the Ruffles Flamin’ Hot Cheddar and Sour Cream flavored potato chips.
“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.”
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Formulated to combine the classic flavors of cheddar and sour cream, which was James’ favorite chip flavor growing up, the product contains just the right amount of heat to keep consumers on their toes, the company said.
In addition, this new partnership also builds upon the previously announced “Ruffles D.N.A.” campaign, which features James and four individuals who have found success on the other side of life’s obstacles to inspire others to do the same.
“Our partnership with LeBron is rooted in positively impacting communities together,” Stacy Taffet, senior vice president of marketing at Frito-Lay North America said. “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.”
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Ruffles Flamin’ Hot Cheddar and Sour Cream flavored potato chips will be available for purchase at locations where the brand’s products are currently sold.