Be Still My Heart: Lay’s Debuts Chocolate-Covered Potato Chips

There are moments of genius that warrant the awe of the masses — a taco shell coated in nacho cheese and a blasphemous faux croissant, to name a few. Now, Lay’s Wavy Potato Chips dipped in Milk Chocolate have forever changed the snack game.

While chocolate-covered chips are a burgeoning trend among smaller companies, Lay’s is one of the first major brands to take the leap into this particular territory. Last year, Pringles rolled out with White Chocolate Peppermint, along with Pumpkin Pie Spice (of course) and Cinnamon & Sugar. While those flavors didn’t fare well (our taste buds are still cringing), we have high hopes for Lay’s more calculated approach.

The new salty-sweet potato chip will be sold for $3.49 per 5-oz bag as a Target-exclusive item. Although the new flavor is marketed as a limited-time offering for the holidays, if it sells well it could become a permanent fixture within the Lay’s lineup — with a dark chocolate version already on the grease-stained drawing board.

H/T Times + PicThx Frito-Lay