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As the North American Regional Supporter of the FIFA World Cup Qatar 2022 (20 November to 18 December), Frito-Lay North America is kicking off to make this year’s game a real winner.

For fans at home, it is rolling out limited edition flavours inspired by the street food from the countries of three competing FIFA World Cup teams.

It has also launched the Pass the Ball interactive online experience for fans to win soccer-inspired merch and prizes.

The hat trick though, is a trip for one lucky winner to the FIFA World Cup 2022 final.

“Soccer is the fastest growing sport in North America and, with snacking so intrinsically tied to the at-home viewing experience, now is the perfect moment to enter the game and offer our consumers new ways to heighten their FIFA World Cup experience,”​ said Tina Mahal, senior VP of marketing, Frito-Lay North America.

“As teams from around the world compete in the FIFA World Cup, we wanted to provide a way to connect fans over their love of the game – and love of snacks – to deliver even more smiles throughout the tournament.”

Global inspiration

Lay's FIFA

As the first-ever salty-snack brand collaboration in FIFA and FIFA World Cup history, Frito-Lay is elevating the viewing experience with FIFA World Cup-inspired flavours.

Lay’s Adobadas embodies the vibrant Latino dish with its kick of chilli, tomatoes and lime. Adobada is a general term that refers to meat (often pork) that is marinated in a thick, punchy mixture.

Lay’s Bacon Wrapped Jalapeño Popper is inspired by the popular US morsel, so called because all you have to do is pop them in your mouth.