• by P.J. Bednarski  @pjbtweet, January 15, 2020

Frito Lay is betting that NBA star Anthony Davis is the face that will launch sales of thousands (or millions, even) of bags of its new Ruffles Lime & Jalapeno flavored chips.

The Ruffles brand introduced the new flavored potato chips at a big event Tuesday. The most newsworthy aspect might be that for the first time in Frito Lay history — maybe the first in salty snack history? — the packaging will bear the likeness of a celebrity.

In this case, it’s the image of the Los Angeles Lakers three-time All Star forward. These are Ruffles “by Anthony Davis” says the packaging, which includes his signature.

Ruffles and Davis have history. Shortly after he was traded from the New Orleans Pelicans to the Lakers last June, he unveiled the Ruffles Ridge Tops, his own (and Ruffles’) signature basketball shoe.

Sadira Furlow, vice president of marketing for Frito Lay North America, insists that the player’s involvement goes beyond endorsing the chip, which otherwise are famous for their corrugated ridges.

She calls him a “co-creator”  and says at a “jam session” with Frito Lay chip creators, Davis gave suggestions about what kind of chip he’d like to eat.

How fortunate that Davis and Frito Lay settled on Lime & Jalapeno, because spicy chips are a hot item. It would seem choosing a hot, Mexican-inspired chip was kind of a layup.

Rachael Lynch, global marketing manager for Potatoes USA, recently told the trade journal Snack Foods & Wholesale Bakery, that “demand for ingredients like ghost pepper, Thai chili, horseradish, habanero and wasabi” are what’s happening in the potato chip market, where Frito Lay has a dominant 60% share.

Experts say younger consumers grew up around spicier and ethnic foods and they want more of it. Ruffles’ new Sabritos Queso are also selling briskly.

“Lime has been going crazy, and teaming it with jalepeno was kind of a ‘white space’ in the market,” Furlow said.

The executive knows the chip business. On her father’s first date with her mom, he didn’t want to arrive empty-handed, so he brought a bag of chips as a gift, her bio reports.

Interviewed before the Ruffles Lime & Jalapeno launch party Tuesday, Furlow was asked if dip would be offered at the event.

“We definitely love our dip,” she answered. “At this one -- no dip.”