PLANO, Texas, Oct. 5 /PRNewswire/ -- To help celebrate college football season, Tostitos today announced the introduction of a limited-edition, football-shaped version of its classic tortilla chips. These game-day inspired Tostitos chips have a hearty texture, which makes them perfect for just about any dip and the ideal choice for any football-watching occasion.

"For the Tostitos brand, college football is all about the chance to bring people together to share fun, memorable experiences," said Justin Lambeth, vice president of marketing, Frito-Lay. "Whether you're prepping for a pre-game tailgate or hosting a group of friends to watch the game at home, these football-inspired tortilla chips will help set the stage for a truly one-of-a-kind gathering."

The new football-shaped Tostitos tortilla chips can be found on special college football-themed displays at retailers nationwide. In dozens of markets across the country, the displays are co-branded with local team logos and colors as part of the Tostitos brand's sponsorship of 37 college teams this season. The sponsorships are another way the Tostitos brand – a longtime supporter of college football and the title sponsor of the annual Fiesta Bowl – is celebrating the game and local teams this year.

Continuing its commitment to college football fans this season, beginning October 25, consumers can enter for the chance to win one of many great prizes including one of 25 instant prizes – a pair of tickets to the 40th annual Tostitos Fiesta Bowl on January 1, 2011, and one of 3 Grand Prizes – four tickets and a trip to the BCS National Championship Game on January 10, 2011. Both games will be played at the University of Phoenix stadium in Glendale, Ariz. The promotion is open to U.S. residents, 18 years of age or older. Look for specially marked bags of Tostitos Scoops!, Restaurant Style and Dipping Strips tortilla chips for more details, or visit www.TostitosBattlefortheBowl.com.  

The limited-edition Tostitos football-shaped tortilla chips are available in 12 ounce bags for a suggested retail price of $3.99.

ESPN will televise the Tostitos Fiesta Bowl (Jan. 1 at 8:30 p.m.) and the Tostitos BCS National Championship Game (Jan. 10 at 8:30 p.m.).  Both games will be available on ESPN Radio, and ESPN 3D, ESPN's newest network and the first 3D network to launch in the industry, will televise the Tostitos BCS National Championship Game in 3D.

About Frito-Lay

Tostitos tortilla chips is one of the many brands that make up Frito-Lay North America, the $13 billion convenient foods business unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY.  Learn more about Frito-Lay at the corporate website, http://www.fritolay.com/, the Snack Chat blog, http://www.snacks.com/ and on Twitter at www.twitter.com/fritolay.

PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that each generates more than $1 billion in annual retail sales. Our main businesses - Frito-Lay, Quaker, Pepsi-Cola, Tropicana and Gatorade - also make hundreds of other nourishing, tasty foods and drinks that bring joy to our consumers in more than 200 countries. With annualized revenues of nearly $60 billion, PepsiCo's people are united by our unique commitment to sustainable growth, called Performance with Purpose. By dedicating ourselves to offering a broad array of choices for healthy, convenient and fun nourishment, reducing our environmental impact, and fostering a diverse and inclusive workplace culture, PepsiCo balances strong financial returns with giving back to our communities worldwide. For more information, please visit www.pepsico.com.

SOURCE Frito-Lay