Lay’s has launched a global limited-edition potato chip campaign tied to the FIFA World Cup 26, introducing 40 flavors inspired by regional cuisines across North America, South America, Europe, Africa and Asia.

The PepsiCo-owned brand said the campaign is designed to connect the tournament with food occasions, using globally inspired flavors to target football fans gathering around the event. Lay’s is an Official Sponsor of FIFA World Cup 26, which will be held in North America.

In the US, Lay’s will release three limited-edition flavors from early May: Argentinian-Style Steak with Chimichurri, Brazilian-Style Garlic Sauce and Wavy French Onion Soup. The products will be available at retailers nationwide, on TikTok Shop and through snacks.com.

The Argentinian-Style Steak with Chimichurri flavor is described as combining a steak profile with cilantro, lemon, basil, bay, thyme, oregano, parsley and garlic. Brazilian-Style Garlic Sauce features buttery garlic, creamy dairy notes and a lemon tang, while Wavy French Onion Soup combines aged cheddar cheese and herbs with a wavy chip format.

Outside the US, Lay’s will introduce additional flavors in selected markets. These include Argentinian Asado/Steak, Canadian Maple Caramel, English Bangers and Mash, Mexican Tacos, and Portuguese Chorizo and Onion.

The Argentinian Asado/Steak flavor will have one of the widest rollouts, with availability listed for markets including Argentina, Belgium, Bulgaria, China, Germany, the Netherlands, Poland, Romania and the United States. Canadian Maple Caramel will be available in Korea, Malaysia, the Philippines and Singapore, while English Bangers and Mash will be sold in the United Kingdom and Spain.

Mexican Tacos will be available in markets including Mexico, Brazil, Chile, Peru and several Central American and Caribbean countries. Portuguese Chorizo and Onion will be launched in Portugal, France, Spain and the United Kingdom.

The launch is part of a broader World Cup activation by Lay’s. The company is also running its Lay’s Fan of the Match program, under which 104 winners, one for each match, will receive two premium tickets, pitch-side access at the end of the match and a custom trophy. US consumers can enter the sweepstakes through LaysFWC26.com before May 2, 2026, while consumers in selected international markets can enter through nolaysnogame.com/FOTM.

Lay’s cited survey data commissioned by its parent company, stating that 70% of Americans say they bring Lay’s when gathering to watch a major game or sporting event. The company also described Lay’s as the world’s number one potato chip brand, based on Euromonitor International retail value sales data for 2024, and America’s top-selling potato chip, based on 2025 retail sales data from Information Resources, Inc.