USA Today, Lay's is rolling out chocolate-covered potato chips this week, available exclusively at Target stores and for a limited time only. Lay's Wavy Potato Chips Dipped in Milk Chocolate will retail for $3.49 for a 5-ounce bag, and will only be available through the holidays.
While the initial test run is for limited-time only, if the chip is a major hit, then it could ultimately become permanent, says Ram Krishnan, vice president of marketing at Frito-Lay. "When you try something drastically different, you have to walk before you can run," says Krishnan. "We wanted to test our way through this before we go big."
Plenty of smaller rivals already have chocolate-dipped chips on the market. Trader Joe's in particular has had a chocolate-covered potato chip product on the shelves for years. But outside of its Rold Gold pretzels dipped in chocolate, mixing chocolate and salty snacks is new territory 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.