Rold Gold Fires Up Pretzels With New Flamin’ Hot Thin Crisps

PLANO, Texas, /PRNewswire/ — Rold Gold, the flagship pretzel brand from PepsiCo’s Frito-Lay division, is setting the pretzel market on fire with the introduction of Flamin’ Hot Thin Crisps. The crispy texture of Rold Gold Thin Crisps now with the added flavor of Flamin’ Hot — that’s right, the same flavor popularized by Flamin’ Hot Cheetos — is perfect for pretzel fans looking for an added layer of heat.

The newest flavor coincides with Rold Gold’s new partnership with the National Hockey League (NHL) for a multi-year deal as The Official Snack of the NHL®. Rold Gold will advertise in NHL arenas during various NHL games, activate consumer events around the NHL jewel events and eventually include the NHL Shield on Rold Gold packaging, offering prizing to consumers.

“Flamin’ Hot is a long-time fan-favorite — it’s become a part of pop culture in many ways so we’re thrilled to bring it to Rold Gold,” said Jeannie Cho, vice president of marketing, Frito-Lay North America. “Many of our Rold Gold fans are also hockey fans. So a partnership with the NHL made perfect sense to bring our brands and fans together.”

The Flamin’ Hot flavor adds to Rold Gold’s Thin Crisps lineup, originally introduced as a delicious and savory twist to the classic pretzel but with the versatility of a cracker that can be dipped or topped.

Rold Gold Flamin’ Hot Thin Crisps are available now at retailers nationwide for a suggested retail price of $3.29 for an 8.75-oz bag.

About PepsiCo

PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world. PepsiCo generated approximately $63 billion in net revenue in 2016, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo’s product portfolio includes a wide range of enjoyable foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.

At the heart of PepsiCo is Performance with Purpose – our fundamental belief that the success of our company is inextricably linked to the sustainability of the world around us. We believe that continuously improving the products we sell, operating responsibly to protect our planet and empowering people around the world is what enables PepsiCo to run a successful global company that creates long-term value for society and our shareholders. For more information, visit

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About Rold Gold   

Rold Gold is one of the brands that make up Frito-Lay North America, the $14 billion convenient foods business unit of PepsiCo (NASDAQ: PEP), which is headquartered in Purchase, NY. Learn more about Frito-Lay at the corporate website,, the Snack Chat blog, and on Twitter at To find more information on Rold Gold, visit Facebook at

About the NHL

The National Hockey League (NHL®), founded in 1917, consists of 31 Member Clubs, each reflecting the League’s international makeup with players from more than 20 countries represented on team rosters, vying for the most cherished and historic trophy in professional sports – the Stanley Cup®. Every year, the NHL entertains more than 250 million fans in-arena and through its partners on national television and radio and more than 151 million followers – league, team and player accounts combined – across Facebook, Twitter, Instagram, Snapchat and YouTube. The League broadcasts games in more than 160 countries and territories through its rightsholders including NBC/NBCSN and the NHL Network in the U.S., Sportsnet and TVA in Canada, Viasat in the Nordic Region and CCTV and Tencentin China. The NHL reaches fans worldwide with games available online in every country including via its live and on-demand streaming service NHL.TV™. Fans are engaged across the League’s digital assets on mobile devices via the free NHL® App; across nine social media platforms; on SiriusXM NHL Network Radio; and on, available in eight languages and featuring unprecedented access to player and team statistics as well as every regular-season and playoff game box score dating back to the League’s inception, powered by SAP. The NHL is committed to giving back to the community through programs including: Hockey is for Everyone™ which supports nonprofit youth hockey organizations across North America; Hockey Fights Cancer™ which raises money and awareness for hockey’s most important fight; NHL Green™ which is committed to the pursuit of sustainable business practices; Declaration of Principles – developed by and for hockey stakeholders – to advance policies, programs and initiatives, while inspiring fans, players and communities to create the best possible experience for the entire hockey community; and a partnership with the You Can Play Project, which is committed to supporting the LGBT community and fighting homophobia in sports. For more information, visit

NHL and the NHL Shield are registered trademarks of the National Hockey League.  All Rights Reserved.


SOURCE Frito-Lay North America