Lay’s, the flagship snack brand of PepsiCo’s Frito-Lay division, has expanded its collaboration with global football icon Lionel Messi through the launch of a new limited-edition flavor: Argentinian-Style Steak potato chips.

The product, which is rolling out exclusively at 7‑Eleven and Speedway stores in the United States, draws inspiration from Argentina’s culinary heritage and Messi’s roots. It reflects Lay’s strategy of leveraging high-profile partnerships and localized flavors to drive consumer engagement and incremental sales.

The release builds on a long-running relationship between Lay’s and Messi, who has fronted numerous campaigns for the brand, including the “Olé, Olé, Olé” and “No Lay’s, No Game” initiatives. “It’s this perfect match of Lay’s and soccer,” Tina Mahal, SVP of Marketing at Frito-Lay, told Marketing Brew in 2024. “Really only Lay’s could turn that iconic chant into a song about the brand.”

Messi himself has endorsed the collaboration enthusiastically. “I’ve worked with Lay’s for many years now, and of course been featured on their packaging. But this is a new level,” he said at a previous product launch.

The Argentinian-Style Steak variant underscores the growing trend of brands tapping into global culinary trends and celebrity endorsements to differentiate in the highly competitive snack sector. Frito-Lay has previously cited such innovations as key to sustaining Lay’s global leadership in the potato chip category.

The Messi-inspired chips are expected to be available for a limited time only, with social media influencers already sharing early reviews of the flavor.