Nelly Gives Flamin’ Hot Lay’s His Seal of Approval

Naturally, the flavor is hot … in 'herre'

To celebrate the launch of a new Flamin’ Hot flavor, chip brand Lay’s partnered with rapper—and brand fan—Nelly to produce a commercial featuring a PG version of his 2002 hit, “Hot in Herre.”

The new Lay’s Flamin’ Hot hit store shelves on Monday. The brand said hot and spicy food is “one of the fastest-growing segments in the food industry.” Lay’s noted the reformulated version—which includes “an increased, optimized heat”—has “[pivoted] from a barbecue base to a cheese base” as a result of customer feedback.

And,

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