Frito-Lay, Inc. announced today that the snack company has placed a total of $1 million cash (in denominations of $5, $10 and $100 bills) inside select, specially marked bags of America’s favorite snacks including Lay’s Potato Chips, Ruffles Potato Chips, Doritos 3Ds Snacks, Fritos Corn Chips and Cheetos cheese-flavored snacks. This instant cash giveaway is part of the company’s “Magic In The Bag” summer promotion that runs through July 4th weekend.

One in 11 supermarket-sized bags of Lay’s, Ruffles, Doritos 3Ds, Fritos and Cheetos will contain a game card and each game card is a winner. The game cards reflect more than 10 million prizes including instant cash ($5, $10, or $100 bills), Disney plush toys, Disney Toon posters and coupons for free Frito-Lay products. Cash prizes will be sealed inside select game cards and all other prizes can be redeemed through the mail. Consumers can identify these select bags by looking for “Magic In The Bag” on-package signage.

“This is the first-ever promotion to give away actual cash inside the bags of America’s favorite snacks,” said Lora DeVuono, Frito-Lay Vice President, Retail Marketing. “Frito-Lay is always looking for ways to give back to the consumer and this promotion is going to make that trip to the grocery store this summer much more enjoyable.”

Frito-Lay will roll out this exciting 5-week summer promotion throughout the U.S. wherever Frito-Lay products are sold. In addition to a local television advertising campaign and in-store promotional materials to highlight the program this summer, Frito-Lay will also partner with Toon Disney for an integrated marketing program that includes bringing the spirit of Disney animation to more than 80 million bags of Frito-Lay products.

Frito-Lay, Inc., headquartered in Plano, TX, is the $11 billion snack food division of PepsiCo, Inc., which is based in Purchase, NY. Frito- Lay is the market leader in half of the world’s top 10 snack chip markets with operations in 40 countries and a family of global, multi-billion dollar brands including Lay’s Potato Chips, Doritos Tortilla Chips, Ruffles Potato Chips and Cheetos cheese-flavored snacks.

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By GlobalData