Lay's and Swiss Chalet team up for saucy new flavour

Swiss Chalet lovers can stay on the sauce thanks to the casual-dining chain’s new partnership with PepsiCo-owned Lay’s.

The two brands teamed up to launch limited-time Lay’s Chalet Sauce—potato chips with the flavour of Swiss Chalet’s signature dipping sauce.

A press release touted the new product as the “most Canadian chip ever.” Swiss Chalet’s secret-recipe sauce has been available since 1954, when the restaurant first opened its doors, and has developed a “cult-like following” among Canadians.

“Partnering with Lay’s was a natural extension for our brand,” said Lindsay Robinson, director of marketing – Swiss Chalet, Cara Operations, in the release. “This uniquely Canadian potato chip was the perfect way to bring two iconic Canadian flavours to the masses in a new and exciting way.”

READ: Lay’s ‘do us a flavour’ goes globe-trotting

For Lay’s, the new chip is the latest in a long line of unique and unusual chip flavours. Since 2013, the brand has run its “Do Us a Flavour” contest in Canada, which invites consumers to submit ideas for new flavours, and then asks people to vote for their favourites. Past winners have included Maple Moose and P.E.I. Scalloped Potatoes. This year, Lay’s asked people to vote on 12 international flavours in three categories.

“Lay’s is constantly in pursuit of new flavours to excite Canadian chip lovers and Lay’s Chalet Sauce potato chips are no different,” said Shereen Yasseen, senior director of marketing – Frito-Lay core & global brands, PepsiCo Foods Canada, in the release. “This creation combines a classic Canadian flavour with Canada’s favourite potato chips made from homegrown potatoes, giving our fans a new way to enjoy a taste they love.”

The chips come in 255g bags and 40g bags. They’re only available at participating Swiss Chalet restaurants for a limited time.

Swiss Chalet is supporting the launch with in-restaurant advertising and a call out at the end of its rotisserie beef commercials.

In Toronto, Lay’s Chalet Sauce chips are being hand-delivered to media by a Swiss Chalet delivery person.

This article first appeared on MarketingMag.ca