IHOP has teamed up with Lay’s to launch the casual dining chain’s signature Rooty Tooty Fresh ‘N Fruity chips, available starting today at Walmart stores nationwide and for a limited time.
The Lay's x IHOP Rooty Tooty Fresh 'N Fruity features the flavor of IHOP pancakes, with sweet notes of strawberries and maple syrup, finished with a subtle flavor of bacon for a savory balance, served on a light-textured potato chip. The flavor was translated to Lay’s chips through a customized seasoning mix created by IHOP Chef Art Carl in tandem with Frito-Lay’s R&D and culinary teams at the Frito-Lay R&D headquarters.
This is the third major retail partnership for IHOP in the past year and a half. Last year, the company teamed up with Kraft Heinz to introduce pancake inspired IHOP coffee to homes for the first time, available in three roasts – signature blend, Buttery Syrup, and Chocolate Chocolate Chip. In late 2022, IHOP partnered with General Mills to launch IHOP Mini Pancake Cereal – Blueberry & Syrup. Shortly after that launch, John Peyton, CEO of parent company Dine Brands, said more CPG opportunities are coming.
CPG has become an increasingly robust channel for restaurant brands looking for additional revenue streams and brand awareness opportunities. Companies from Panera and Chick-fil-A to Little Sesame have stepped up their retail focus in recent years, while those that have historically played in the space – like Focus Brands and White Castle – have grown their retail presence.
That said, this isn’t a new playing field for IHOP. The company came up with IHOP at Home products, including French Toast Stuffed Pastries, Omelet Crispers, and Griddle ‘n Sausage Wraps, all the way back in 2011. That product line was also available at Walmart locations nationwide.
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