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Snack brand Cheetos, part of PepsiCo’s Frito-Lay North America division, has launched a new ‘Crunchy Buffalo’ crisp product in the US. Aiming to combine the flavour of Buffalo wings with Cheetos’ classic crisp format, the product has been introduced to coincide with the Super Bowl event in February, during which Buffalo wings are often consumed as a popular game-day snack. The product is being launched as a permanent addition to the Cheetos line-up, now available in 8.5oz bags nationwide. Tina Mahal, senior VP of marketing at Frito-Lay, said: “As a culture disruptor, Cheetos has a history of embracing bold flavors and hacking into new snack categories, such as the newest launch of Cheetos Pretzels or fan-favourite Mac 'N Cheese”. She added: “While we know there's no beating out Buffalo wings as a favourite gameday staple, Cheetos Crunchy Buffalo proves that being second-best can taste just as good”. The brand has launched several new innovations within the last year, including an expansion into the pretzels snacking category in October.