Press release
Ruffles® and LeBron James Introduce New Flamin' Hot® Cheddar and Sour Cream
The new Flamin' Hot product will start heating up the chip aisle nationwide in February Consumers are invited to visit OwnYourRidges.com to see how
About this update from Pepsico, Inc.
[{"type":"text","content":"The new Flamin' Hot product will start heating up the chip aisle nationwide in February\n Consumers are invited to visit OwnYourRidges.com to see how individuals around the country are owning their ridges\n\n\nPLANO, Texas, Jan. 31, 2022 /PRNewswire/ -- In the next chapter of their multi-year partnership, Ruffles®, the Official Chip of the NBA, and global 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 & Sour Cream Flavored Potato Chips. The all-new mashup combines Cheddar & Sour Cream, the brand's most popular flavor and James' favorite flavor growing up, with the perfect amount of heat. Fans of Flamin' Hot know that it's more than just a flavor – it's an attitude, an edge – that they can embrace with multiple products, including Ruffles Flamin' Hot, Ruffles Flamin' Hot BBQ, and now Ruffles Flamin' Hot Cheddar & Sour Cream.\n\n \n \n \n \n \n \n\n \nThe new flavor launch follows James' Ruffles D.N.A. campaign that debuted late last year with a powerful message for fans to embrace the challenges – or \"ridges\" – they face in life. \n\"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.\"\nLeaning into his experience growing up in a single-parent household, James was joined in the Ruffles D.N.A. 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. Fans can now head to OwnYourRidges.com to watch new videos and learn more about the people featured in the commercial: \nSylvester (Sly) Rupert, Sherman Oaks, Calif.: Sly is a single father with three young boys and an outstanding example of someone who stepped up in the face of adversity to serve an active role filling a void in his young children's lives. Justin Bishop, Las Vegas, Nev.: After suddenly losing his vision when he was 25 years old, Justin never gave up on his passion for skateboarding. Since then, Justin is proving that embracing your challenges can help you get one step closer to lan...