Lay's, Dogfish Head and Tajín Bet Big on Flavor Innovation

Lay's will launch Thanksgiving-inspired chip flavors nationwide on Oct. 25, betting that 78% of consumers who see food as a great holiday gift will buy chips the way they buy gifts. The PepsiCo-owned brand's Holi-Lay's lineup includes Cheddar Scalloped-Style Potatoes and Roasted Holiday Turkey on Oct. 25, with a maple bacon option following on Nov. 8.

"With this year's Holi-LAY'S lineup, we're bringing fans flavors inspired by courses on the holiday table, so they can taste the joy of the holiday season before the table has been set and after it's been cleared," Denise Truelove, PepsiCo's senior vice president of marketing, said in a statement.

PepsiCo is positioning the chips as a holiday snack or hosting gift, citing RepData figures showing just over half of consumers prefer food over other types of gifts. The play fits a broader strategy: culturally relevant flavors as a globalization engine for Lay's. During the FIFA World Cup, the brand rolled out a 40-flavor collection across North America, South America, Europe, Africa and Asia, with each flavor tied to a competing nation's cuisine.

The sweet stuff arrives Dec. 1. Wavy Milk Chocolate and Lay's Wavy Dubai-Style Dark Chocolate hit select retailers that day, with wider chain distribution planned for 2027.

What does a five-year absence do to demand?

Dogfish Head just answered that question. The craft brewer has brought back Midas Touch, a mead, wine and beer hybrid, after five years off shelves. The brew is based on what an archeologist uncovered from a preserved drinking vessel tied to King Midus of Turkey. Developed in 1999, it became one of the brewery's most requested rare beers.

Midas Touch combines barley, honey, white Muscat grapes and saffron, at 9% alcohol by volume. Dogfish Head said the profile appeals to both beer and wine drinkers.

"Of all our rare beers, Midas Touch is by-far the most beloved by drinkers," Sam Calagione, Dogfish Head's head brewer and founder, said in a statement. "Since we last brewed Midas, we've received countless messages and comments … all begging us to bring this deliciously complex beer back."

The revival rides a real trend. A 2026 Brewers Association survey found about 66% of craft beer consumers seek high-alcohol products, up 6 percentage points year over year. Midas Touch also anchors the brewer's "ancient ale" series, which includes Chateau Jiahu, a recreation of a 9,000-year-old beverage, and Ta Henket, based on an ancient Egyptian drink. Mordor Intelligence estimates the mead market can grow at an 11% compound annual rate by 2031 as producers reframe the drink as a craft beverage.

Why is chamoy landing now?

Tajín is extending its chile-and-lime franchise with Tajín Twist Chamoy, its take on the Mexican sauce typically made from spices and fruit such as mango or apricot. The brand said the sauce adds sweet heat to treats from candies to soft serve.

"Some of the best flavor discoveries start with a little curiosity, and Tajín Twist Chamoy gives everyone a delicious reason to experiment," Javier Leyva, director of Tajín USA, said in a statement. "Whether you're giving your favorite gummies a sweet-and-spicy makeover or adding a drizzle to a frozen treat, we want every bite to feel fun, surprising and unmistakably Tajín."

The economics back the launch. Hispanic consumers fueled 16% of total consumer packaged goods growth, according to a 2024 Circana report. Advisory firm Stout values the Hispanic foods market at $40 billion and calls it one of the fastest-growing food categories, with 39% of consumers preferring Mexican cuisine — second only to American food.

For marketers, the three launches share one playbook: tie a familiar brand to a culturally specific flavor moment, then time the shelf date to peak demand.